How will you convince the Engineering team that they should build a very different product than they want to develop?

Question

How will you convince the Engineering team that they should build a very different product than they want to develop?

You are a Product Manager for SolidPrint, a company that makes 3-D printers. The SolidPrint 1.0 desktop 3-D printer operates at a printing speed of 250 millimeters per second. Its build platform can print 300 mm x 300 mm x 500 mm models. It prints at a decent resolution of 20 microns. It accommodates a wide variety of printing materials. It costs $2,500 and is sold through distributors. The printer is targeted at small business customers and design shops.

You have been tasked with creating the requirements for SolidPrint 2.0. The Engineering team feels strongly that the next version of the printer should be bigger, faster, and more versatile, positioning the printer for mid-market customers. You have done extensive customer research and have studied the market opportunity, and you feel that this would be a big mistake. Your research suggests that the real opportunity is in the consumer market for hobbyists and enthusiasts who use 3-D printers at home. This market segment values ease of use, a smaller footprint (physical size), and affordability.

Next week, you have a meeting with the Engineering team to decide the product requirements for SolidPrint 2.0. You are concerned that the Engineering team will not want to change their direction as they have already invested effort to develop a more powerful and versatile printer. They are also not too keen to work on a “dumbed-down” printer as it is not technically as exciting as designing a more advanced printer.

How will you convince the Engineering team to change course on development? Keep in mind that your company is engineering-driven. Engineers are “prima donnas” at your company, and they are skeptical about Product Managers telling them what to do.