Focusing on performance

Product designers constantly worry about how their products are marketed. But if they focused on performance issues instead, the market would be full of investments that everyone would be happy to recommend. By Robert Benson

As someone involved in designing or selling structured products, how often have you been asked the question: "Would you buy this product?" Or perhaps for those involved in structuring or selling products aimed at retail investors the question might be: "Would you sell this product to your mother?"

It does sometimes seem that the focus of attention amongst product designers and derivatives