Selling a Dog

A "dog" is a product that is key to the company's strategic position but is currently losing in the marketplace.

It does not matter whether the core device is technically good or bad. What matters is that if the battle for this product is lost, the company will lose its position in the market. Not all dogs are worth saving, but for those that are, a focused crusade is required.

The Strategy for Selling a Dog:

Find a Crusader: The first step is to find a product crusader who can lead the charge. The existing marketing team is often whipped and demoralized.
Reexamine the Market: Go back to the beginning. Find the market segments where you can still win. Understand why those segments like what you have and why the others don't.
Narrow Your Focus: Resist the temptation to go after the whole market. Pick the easiest significant place to start and focus all your energy there.
Gain Momentum: A few victories, even small ones, are critical to turn morale around. Only when your people know they can win should you consider a broader battle.
Re-Invent the Product: Take the old device and create a new "complete product" for the target segment. Sell your strengths: support, reliability, your company's credibility, the entire product family. Rebuild your own self-confidence by convincing yourself that you have the better product, even if a competitor has a better device.

This process can turn a dog into a dominant product, as it did for the Intel 8048 and 8080.