As a result of Globalization, supply is higher than demand in most of the sectors. It is easier to sell your products all over the world with the support of developments in digitalization. Disruptive innovations & these factors that intensifies competition many folds will shorten life cycles of products. In order to overcome these challenges, product development should be much more customer oriented, should forecast tomorrow's demand early and be fast. In this course we will discuss about, understanding customer needs and pain points, customer - product development close coordination, positioning products by keeping in mind customer’s functional, social & emotional needs and improving brand value by using all these factors.