Ship the Whole Product, Not Your Product

"There is a gap between the marketing promise made to the customer—the compelling value proposition—and the ability of the shipped product to fulfill that promise. For that gap to be overcome, the product must be augmented by a variety of services and ancillary products to become the whole product."

"Pragmatists evaluate and buy whole products."

"1) what we ship and 2) whatever else the customers need in order to achieve their compelling reason to buy."

"The way you design a whole product is to work backward from the target customer’s use case, filling in the blanks as you go along, either with new R&D, an acquisition, a partnership, or an alliance."