Make it more by making it less
Sometimes clever product development can mean making more by making less. Check out the Give Well prepaid health gift card. This product is “new” because it limits the use of the card to only health related purchases. It’s positioned as an ideal gift for everyone from aging boomers to recent college grads. Of course, conventional gift cards from Visa could always be used for health purchases so in reality the “benefit” is really just what you can’t do with the card. It’s a smart idea and a great example of how new product development is becoming as much about positioning as developing “new” product benefits or functionality.
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