Abraham Lincoln’s Gettysburg address is a perfect product. In under 300 words, Lincoln synthesized all of the arguments for why we were fighting the Civil War.1 Anything more would have muddied the message, and anything less would have sold the cause short. What people forget is that the Gettysburg Address was not version 1.0 of Lincoln’s justification for the war. The product line stretched all the way back to his first inaugural address2, which was 12 times longer, took weeks to write, and was met with the 1861 equivalent of “Meh.” As the Civil War progressed, Lincoln gauged the mood of the country, learned from oratorical and real life mistakes, and honed his message. Some of the most successful high tech products in history have followed a similar arc. Let’s look at few of them: Frequently, when we begin work on a new product, our client says, “I want this product to be like something Apple would produce!” Who wouldn’t want that? Today’s iPhone is a slick design with perfectly integrated hardware and software and a seamless feel that makes the learning curve almost zero.

Customers love their iPhones and regularly pony up $700 to buy a new one every two years. And no wonder: The current iPhone is Apple’s 8th iteration.3 The first iPhone was a lot less awesome. uchi backpackThere was no App Store, no 3G network connection, and no easy way to handle Exchange-based business e-mail. backpack shrimp and gritsAnd you could only use it on AT&T’s network in the US. gebruikte backpack rugzakIt was built for early adopters and evangelists, who were willing to use AT&T.phuzion backpack The awesome iPhone is a direct descendent of the iPod. laptop backpack asus g75

Do you remember version 1.0 of the iPod circa 2001? It was big and clunky. From a hardware perspective, it wasn’t even at the cutting edge of MP3 players. backpack yagi antennaCreative Labs had the best hardware. where buy backpack amalurThe iPod had 5 GB of storage, and the iTunes store had 2 million songs, which seemed like a lot, but people with refined hearing soon realized that 128 bit songs were hard on the ears. iTunes was a big improvement in music management versus the competition, but the iTunes/iPod combo only worked with Macs. If you thought about it critically, the total package was mediocre except that Apple is a great marketing company. Soon, millions of people wanted “1,000 songs in your pocket.” And Apple iterated rapidly, knowing that version 1 wouldn’t cut it for long – adding Windows support, building a library that now approaches 30 million songs, and expanding into video.

When Apple retired the iPod (now called the Classic) in 2015, it could hold 30 times as much data and sold in the hundreds of millions. Nike got its swoosh very early on.  It got the hit product that set it apart from Adidas, Puma, Converse (now a Nike fashion brand), and all the others with the Air Jordan.  Released in 1984, the Air Jordan took off like Michael Jordan leaping from the foul line for a dunk.  It was high topped when other shoes were low.  The Swoosh was dominant, and it was only available in Chicago Bulls red, black, and white.  It wasn’t a perfect sneaker, but it was revolutionary in several ways: It was also heavy, and some people didn’t like high tops.  Version two was released three years later, and, while it sold in the millions, it was nowhere near as popular.  Nike needed the Air Jordan to stay relevant, and Jordan was thinking about switching to another company.  Instead, MJ became deeply involved in product development.  Version 3 – a much closer to perfect product – was built to Jordan’s personal specifications and was a much better, somewhat more affordable shoe.  

Fast forward and the Jordan brand also now includes clothing caps, backpacks, and accessories, and even its own logo – showing Michael Jordan dunking a basketball. A corollary to the approach described above is one where a company bets everything on the initial release. 38 Studios spent 6 years and OVER $100 million on the game Kingdoms of Amalur: Reckoning.5 A smaller, and much earlier, release would have allowed 38 Studies to gauge what the market wanted and allowed them to make course corrections to meet that demand. Instead, while a critical success that sold over 1 million copies in the 90 days after release, it was not enough to keep the company afloat. They went bankrupt when they could not make their loan repayments. It’s not so much that perfection is the enemy of progress. That implies perfection should not be a goal. Rather, perfection is the vision towards which you take baby steps, maybe never quite achieving, but more efficiently producing the right product along the way.

Document your assumptions, then develop a hypothesis to test their validity. The point is to build something quick to get it to market. If perfection is attainable after you’ve completed your initial release and analysis, then pursue that path.  Just remember that it might be a couple of releases away and will evolve as you learn more about your market. 2 Abraham Lincoln’s First Inaugural Address 3 Both iPhones 5 and 6 had two sets of releases. Categories: Blog, Product, Product Management, Technology Strategy Tags: Design, Gettysburg Address, Iteration, Market Analysis, Product Management, Product MarketingSOLD BY Games Centre Tom Clancy's The Division When will my order be dispatched? All orders through the Royal Mail delivery service will be dispatched up until 5.20pm (Monday –Friday), with DPD deliveries up until 5.00pm (Monday –Friday). During busy periods such as Christmas we can dispatch on Saturday as well though. If your order is placed outside of these hours it will be dispatched the next working day (Monday –Friday).

If an item is on pre order and not in stock, this will be dispatched as soon as further stock arrives into our warehouse. How will my order be shipped? At checkout you will have a selection of delivery options. This will determine the service your order is shipped out on. What would the delivery time of my order be? On dispatch you can expect to receive your order the next business day (Monday –Friday). Please note this will exclude some areas of Scotland which can take up to two working days for delivery. DPD have improved their service by introducing facility to track where the driver is 15 minutes before delivery. Click for more details... International Royal Mail First Class & International Royal Mail First Class (Tracked) Times will vary depending on your countries import regulations and postal service. Please check with your local Post Office for an estimate on how long it takes to ship items from the UK to your country. Tom Clancy's The Division, the upcoming open world RPG Action-adventure game developed and published by Ubisoft for the Xbox One.

Level yourself up looting abandoned buildings and fighting enemies whilst surviving in a world devastated by a deadly pathogen. The Division takes place in New York 3 weeks after a lethal virus, released on Black Friday, swept through the city. One by one, basic services have failed. Society has collapsed into chaos. The President invokes Presidential Directive 51, and The Division, a top-secret unit of self-supporting tactical agents, is activated. Leading seemingly ordinary lives among us, Division agents are trained to operate independently of command in this type of emergency situation. When the lights go out, their mission begins. In a Tom Clancy universe dedicated to realism, explore the once-familiar streets and landmarks of the Big Apple, now decimated by looting and overrun by clans that will do anything to survive. From Central Park to the subway to the Statue of Liberty, nowhere is safe. Discover a persistent, online, open-world New York where exploration, combat, and RPG player-progression are essential.

We live in a fragile and complex world, a web of interdependent systems we rely on every day. When one fails, others follow, creating a deadly domino effect that can cripple society in days. In Tom Clancy's The Division, immerse yourself in a frighteningly chaotic and devastated New York City, where all has failed. As a Division agent, your mission is to restore order, team up with other agents and take back New York. Welcome to an online, open-world RPG experience where exploration and player-progression are essential. Use your skills, weapons and wits in combat. Play in a persistent and dynamic environment that combines the Tom Clancy series' core authenticity and tactical decisions, RPG action, trading and much more. Team up with friends in co-op, jump in and jump out at any time and use your combined skills to fight the crisis, investigate the sources of the virus and engage all threats... Even your own citizens. Seamlessly engage in PVP, player-to-player trading, and experience suspenseful scenarios where danger can come from anywhere and anyone.

Powered by our new game engine Snowdrop, tailor-made for next-gen consoles, Tom Clancy's The Division achieves a whole new level of gameplay quality. Snowdrop takes full advantage of the new consoles with dynamic global illumination, stunning procedural destruction and an insane amount of detail and visual effects. As part of The Division, harness state-of-the-art technology: both networked and prototyped. Loot fallen foes and craft new, improved gear. Completely customize your go-bag, an agent's only supplies in the event of collapse, and communicate with the other agents at all times with your smart watch. Customize your agent with thousands of weapon types, skill combinations, gear and much more. The choices you make can help forge a recovery or plunge the city deeper into chaos. Menu & Subtitle languages: EFIGS+RUS+SCAN+NL+CZE+HUN+POL+BRA+TCHI+KOR+SCHI The process for redeeming the codes is the same as the BETA. -Once redeemed, you will receive your 1st parties Keys via email sent from Ubisoft and will have to enter this key on 1st parties' stores