Bob McMath's Product Development Guidelines and Market Success

McMath's Guidelines and Product Development Process

Bob McMath's "don'ts" and the standard new product development process share fundamental alignment in their approach to bringing products to market. Both strongly recommend that companies develop new products while carefully avoiding common mistakes in naming, packaging, proposed positioning, or labeling. Rather than fixating on product features or technical specifications, both frameworks emphasize that managers, product developers, designers, and creators should highlight the benefits their products offer to consumers.

The critical insight from McMath's approach is that advertising and marketing must play on "clear benefits" to attract the maximum number of consumers. Companies should not assume they know what customers want; instead, they must think in terms of what consumers actually seek in a product and how customers will use it in their daily lives. This consumer-centric perspective, rather than an internally focused feature-driven one, is the foundation of successful new product development.

Five Critical Success Questions

Bob McMath identifies five essential questions that organizations must ask when marketing a new product. The first question—"Is the new product positioned to create new users or new usage?"—is crucial because product success depends largely on proper market positioning. If a product is not introduced and placed in the right market segment, or if its timing is off (arriving too early or too late), it will fail to generate the desired impact and attract consumers. Poor positioning essentially dooms a product before it reaches the shelf.

The second critical question asks, "Is there new packaging that provides a consumer benefit?" This is significant because most consumers do not have time to read detailed labels and product descriptions; they focus instead on how the product can help them. Many new products fail because they emphasize features rather than tangible consumer benefits. Consumers evaluate products based on the new value they offer; without added value from a new formulation or design, there is no reason for customers to switch from established alternatives.

Technological advancement has heightened consumer expectations for innovation and convenience. Products must be technically sound to compete effectively. The remaining questions address whether the new product creates an entirely new category in the market—compelling consumers to consider it as a distinct option rather than simply comparing it to existing competitors. Without category creation or at minimum clear differentiation, a new product struggles to gain traction. These five questions collectively establish a comprehensive framework for evaluating whether a product has been developed with sufficient attention to consumer needs and market realities.

Successful Product Examples

Several products exemplify McMath's guidelines in action. Mentadent focused on communicating the benefits of its formula rather than overwhelming consumers with technical details, thereby successfully attracting customers. Cell phones created an entirely new category in the communications market, establishing themselves as indispensable tools. Snackwell cookies combined creativity, innovation, and clear consumer benefit—appealing to health-conscious consumers—thereby demonstrating the practical application of McMath's principles for successful product development.

Conclusion

Bob McMath's guidelines provide a comprehensive framework for evaluating new product success. By emphasizing consumer benefits over features, ensuring appropriate and functional packaging, understanding market positioning, and creating or entering markets strategically, companies significantly improve their chances of product success. The contrast between successful and failed products demonstrates that technical merit alone does not guarantee market acceptance; rather, consumer perception, market timing, and practical usability determine whether a new product thrives or fails.