Stage 4: Has a Demo Product or Service

The ability to demonstrate a new offering represents only 10% of the total effort required.

The ability to demonstrate a new product or service is a significant milestone that should be celebrated.  However, it must be clearly recognized that the demonstration phase is only one step along the journey.  The “tip of the iceberg” analogy is often used to highlight the fact that there may be many unknowns.  The tip of an iceberg only represents about one-seventh of the iceberg’s overall mass.  The demo stage of a new product or service represents even less than that.