Gartner Research

Startup Tech CEOs Must Drive Product Innovation, Not Technology Innovation in Product Planning

Published: 03 June 2019

ID: G00389272

Analyst(s): Peter Havart-Simkin , Rene Buest


New technologies evolve into markets over four stages, with the early stages often being chaotic. Tech CEOs should deal with this unpredictability by driving emerging product innovation using leading indicators and creating business plans that foster continuous innovation.

Table Of Contents
  • Steps in Market Development
  • Tech CEOs Must Focus on Leading Indicators
    • Investment Equals What Is Expected to Happen and Revenue Equals What Has Happened
  • Understand Technology Trends Versus Product Markets
  • Create a Business Model and Unlock Its Potential
    • Multiple Business Models May Be Deployed and Influenced by External Factors
    • Business Models Are Dynamic and Subject to Change in the Market
    • Business Models Are Dictated by Market Size and Market Maturity
    • There Is Rarely One “Superpower” That Drives a Company’s Success
  • Recommendations for Startup Tech CEOs

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