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Some real-world examples of successful product expansion that stemmed from providing customer value include Apple's expansion from computers to iPods, iPhones, and iPads, which all provide value to customers by solving their needs for entertainment, communication, and productivity. Another example is Amazon's expansion from an online bookstore to a comprehensive e-commerce platform, providing value to customers by offering a wide range of products and services in one place. Google's expansion from a search engine to a suite of online services like Gmail, Google Docs, and Google Drive is another example, providing value to customers by offering integrated, user-friendly online tools.
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The motivation for product expansion must stem from providing customer value by solving a felt need. It's important to create products that are adjacent to your existing product base and aligned to your core value proposition, in order not to confuse your customers. The current market context demands a shift from being "product led" to being "customer led". This path requires a proactive market intelligence department that is on the lookout for market opportunities for new products, enhancements to existing products and even partnerships.
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