Whether you are designing software or an automobile, new features take time to develop and incorporate. Why waste an enhancement just because it's ready? If you know a competitor is bringing out a new product, plan your release to coincide with his. It torpedoes your competitor's presumptions. He was aiming at overtaking the old product. Because of this, a product enhancement can be a very powerful tactical tool. One major innovation is all that's required to make the tactic work. Table 14-2 provides examples from both the software and automobile worlds.
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