RTM Life Cycle

This chapter explains the RTM Life Cycle at the level of detail needed by the person who is in charge of implementing RTM in your company, or who will be your internal RTM expert. Everyone else should read this chapter quickly, not deeply, to become familiar with the RTM Life Cycle concepts. This chapter starts by recapping the overview in Chap. 1 about the adoption of innovation and the phases of the RTM Life Cycle. This is followed by an explanation of disruptive versus nondisruptive innovation. Then detailed guidance is provided for understanding the customers in each of the four phases of the RTM Life Cycle, and for designing effective and efficient routes for each phase. Also covered is how to transition smoothly from phase to phase. At the end of the chapter there is an extensive discussion of the ways that vendors deal with commoditization in the last phase of the RTM Life Cycle. On the book’s Web site, www.RoutesToCustomers.com, you will find free diagnostic tools for determining which phase of the RTM Life Cycle your product or service is in.