How to Create a Market Leading Product

Having the best product in your category sounds like a guaranteed win.

But in reality, success can slip away—especially when competitors keep cutting prices.

When we were asked to lower the cost of a literature holder, we had two choices:

1. Join the race to the bottom on price.

2. Focus on creating more value for the user.

We chose the second option.

Listening to the User

User research revealed three clear priorities:

1. Weight: the product was heavy and awkward to handle.

2. Usability: assembly and handling were frustrating.

3. Aesthetics: the design didn’t feel modern or professional.

Surprisingly, price was rarely mentioned. People cared more about function and experience.

A Smarter Redesign

We switched the material from mild steel to high-quality plastics.

That single change brought multiple benefits:

• Lower weight: easier to carry and move.

• Improved usability: simpler assembly and daily use.

• Better aesthetics: a cleaner, more modern look.

• Reduced costs: smaller pack size and lighter shipping, plus lower material and manufacturing expenses.

The result: a product that is cheaper to produce and ship, better for users, and better for the brand.

Buy one here

Ready to Strengthen Your Market Position?

If you already lead your market, that’s great.

Now let’s make your product unbeatable. Talk to us about your next challenge.