I believe in immersing myself in the market. I get among the customer base and I talk technical with them, find out their problems, visit their sites. I want to know what they expect as a user experience, what the mandatory things are for them in a certain product and what the industry thinks is important but the customers don’t. I also sit on committees and chartered institutes to gauge the state of the marketplace.
Whatever industry you are in, don’t just say ‘We’ve got a product with these benefits and that’s the market it’ll slot into’ but rather say ‘This is the market with its problems and expectations, we’ve got to make sure the product fits in’.