How do you deal with a new technology that you're not sure you will invest in?
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Bill Allen, former Product Manager for Bose, has some sage advice. If someone asks about, for example, an emerging standard, tell them, “It’s a great thing. It’s fantastic. You’ve all heard it, you’ll all love it. But let’s really look at the reality of this. Right now, the ability to use this feature is a rare occurrence. The chances of you actually being able to enjoy it are maybe 5%. Do you really want to say that that’s a must have feature just yet?”
You’ve established that you’ll be ready when and if this new standard becomes important, while removing the customer’s fear of buying something without it now. Other slick tricks? See Chapter 9 of Product Roadmaps Relaunched.