FormFab: Influencing Product Development without Authority

This case places students in the role of a product manager at a (fictional) 3D printing company who needs to influence the development of the next iteration of the company's flagship product, Creator X. The engineering team wants to design a more powerful and technically advanced printer targeting the mid-market segment, but the product manager's market analysis suggests a more lucrative opportunity in the consumer segment, particularly among home-based hobbyists and enthusiasts who prioritize user-friendliness, compact design, and affordability. With a critical meeting approaching to finalize the specifications of the "Creator X2," the product manager has decided that the engineering team should shift its focus toward the consumer market.
The case presents three options that product managers can adopt to influence peers over whom they have no direct authority: empirical advocacy using market data, borrowing authority through executive endorsement, and personal advocacy through building relationships and empathy. Students will evaluate the pros and cons of each approach and recommend the best option for the product manager.