the complete set of products and services a buyer needs to successfully achieve the objective they had when purchasing a specific product.

comes from [Ted Levitt]; Geoffrey Moore makes the concept useful in Crossing The Chasm

layers of product:

• generic product: what's in the box and/or contract

• expected product: what the buyer thought they were buying; minimal bundle of goods and services required to achieve the objective

• augmented product: additional accessories that maximize the odds of achieving the objective

• potential product: room for growth

a StartUp typically focuses on implementing the [Generic Product], and [Visionary Buyer]-s take on the burden of assembling the rest of the Whole Product themselves. As you try to penetrate further into the Adoption Life Cycle, the buyers expect you to do that assembly.

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