The index below includes terms that are frequently used in BRI's resource materials, the Growth Forge software, in the course of performing our services. They may often be used by, and in many cases, coined by other experts and academics working in the new business growth and innovation strategy domain. We started maintaining a collection of them here for the convenience of our clients.
The whole product is the complete set of products, services, and supporting elements a customer needs to get the full promised value from a purchase — not just the core product itself. The premise is that customers don't adopt a product in isolation; they adopt it to accomplish a job, and doing that job usually takes more than the core offering: onboarding, integrations, complementary products, support, and the rest. Popularized by Geoffrey Moore in Crossing the Chasm and built on Theodore Levitt's earlier 'augmented product' concept, the whole product is what closes the gap between what a vendor ships and what a customer actually needs to succeed.
