The #1 Reason Products Fail Has Nothing to Do With the Product - Stages of NPD Process скачать в хорошем качестве

The #1 Reason Products Fail Has Nothing to Do With the Product - Stages of NPD Process

📝 VIDEO DESCRIPTION This week, we confront the hardest question in product development: what happens when your product causes harm you never intended? Week 10 of MKT2700 covers algorithmic bias, responsible AI design, Design for Environment, and the full organizational gauntlet — from cross-functional test marketing through strategic launch decisions and crossing the chasm. ⏱️ TIMESTAMPS: 0:00 - Intro — Ethics & Responsible AI Design 1:05 - Week 10 Checklist & Key Deadlines 3:16 - Lecture: Algorithmic Bias, Fairness Metrics & Responsible AI 6:02 - Read: UC Berkeley Responsible AI Playbook (2025) 8:33 - Discussion: HBS Algorithmic Personalization Case 11:27 - Read: Chapter 12 — Design for Environment 15:05 - Quiz: Chapter 12 Overview 16:42 - Group Milestone: Test Marketing (Phase 2 → 3) 19:40 - Watch: The Organizational Gauntlet, Part 3 26:06 - Assignment: NotebookLM Check-In 28:50 - Optional: Zoom Open Dialogue 30:30 - Critical: Submit Team Research Findings (5 pts) 32:47 - Closing 📚 KEY FRAMEWORKS COVERED: ✅ Algorithmic Bias — three root causes: data bias, algorithm design, management failure ✅ Fairness Framework — group fairness vs. individual fairness trade-offs ✅ UC Berkeley 10-Play Responsible AI Playbook — practical guidelines for responsible deployment ✅ Life Cycle Assessment (LCA) — environmental impact across a product's full life ✅ Design for Environment (DfE) — building sustainability into the design process ✅ Market Testing Hierarchy — Pseudo Sales → Controlled Sales → Full Sales / Rollout ✅ ATAR Model — Awareness × Trial × Availability × Repeat forecasting ✅ BASES — industry-standard concept validation and volume forecasting ✅ Strategic Launch Decisions — permanence (one-way vs. two-way doors), aggressiveness ✅ The Launch Cycle — Pre-launch → Announcement → Beachhead → Early Growth ✅ Geoffrey Moore's Crossing the Chasm — Beachhead → Bowling Alley → Tornado ✅ Product Life Cycle — Introduction, Growth, Maturity, Decline ✅ Cooper's Stage-Gate — Stage 4 cross-functional coordination 🔑 KEY PRINCIPLES: Unintended consequences are designed in, not discovered after — build fairness checks before launch Models inform; they never decide — ATAR and BASES are inputs to judgment, not substitutes The #1 reason great products fail is organizational, not technical — coordinate or die One-way doors (brand, pricing, hardware) require far more caution than two-way doors The chasm is organizational — crossing it requires simultaneous shifts across every function The coordinator who aligns Marketing, R&D, Manufacturing, Finance, and Sales gets promoted Responsible AI is not a compliance checkbox — it is a product design discipline 📖 ACADEMIC & CASE FOUNDATIONS: Ulrich, Eppinger & Yang, Product Design and Development, 7th Ed. — Chapter 12 HBS Case: "Unintended Consequences of Algorithmic Personalization" (Ascarza & Israeli) UC Berkeley, Responsible Use of Generative AI (2025) Crawford & Di Benedetto, New Products Management, 9th Ed. — Launch Cycle framework Geoffrey Moore, Crossing the Chasm 🎓 COURSE CONTEXT: Part of MKT2700: Product Design & Development at Northeastern University (Spring 2026), taught by Prof. Brad Scheller. This course bridges classical NPD frameworks with modern AI-augmented workflows for working professionals pursuing graduate degrees. 👥 WHO THIS IS FOR: MKT2700 students preparing Week 10 assignments and the Team Research Findings submission Product managers navigating AI ethics, bias, and responsible deployment decisions NPD professionals running test marketing and preparing for product launch Graduate students studying new product development, launch strategy, or technology adoption Anyone applying Geoffrey Moore's chasm framework to a real product or startup 🔗 RELATED TOPICS: algorithmic bias in product design, responsible AI frameworks, Design for Environment, life cycle assessment, ATAR forecasting model, BASES market research, crossing the chasm Geoffrey Moore, product launch strategy, test marketing methods, Stage-Gate process, new product development, simulated test markets, product life cycle, beachhead strategy, organizational coordination NPD #ResponsibleAI #AlgorithmicBias #ProductDesign #NewProductDevelopment #MKT2700 #CrossingTheChasm #LaunchStrategy #DesignForEnvironment #ATAR #TestMarketing #GeoffreyMoore #StageGate #ProductManagement #NPD #NortheasternUniversity #AIEthics #ProductLifeCycle #MarketTesting #BusinessStrategy #GraduateBusiness