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The World's Largest Online International Product Camp

2021 ProductCamp ON>LINE™

June 2021

Videos and handouts are posted. We hope to see you at our next event.

Session Abstract

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Session #


Product Development

Aligning Requirements - Marrying concepts from Kano, MoSCoW, and Modularity

Aligning on the requirements for a new product is always challenging. Different customers want different things. Some features or levels of performance are the bare minimum required for customers to consider the new product. Some features might be added to delight a specific target sub-segment. Some features may only be available in specific versions of the product. How do we develop the requirements and create a common understanding of the product(s) we want to bring to market. In this presentation we will discuss how to bring Kano with it's ideas of basics, one dimensionals and delighters together with MoSCoW's notions of musts, coulds, shoulds, and won'ts. We will also talk about how to extend this to products developed on modular platforms to allow you to provide one version of the product to the bulk of the market and versions with segment specific Basic requirements to those to demand them.

Brian Cohn

Brian Cohn


Aspire Innovation

The motto of my alma mater is Meliora - ever better. I take that attitude into every situation and have applied it for over 30 years to improve product development and launch - from starting the first Quality Circle for engineering practices at a large aerospace company to running a project office to coaching for continuous improvement of the product development system from within a large international business to business company.

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