If you were a product manager at Walmart’s Sam’s Club,  there is one thing that would keep you up at night: Costco. 

You’d know  that your product development definition was broken because the  customers that you wanted to come into your Sam’s Club stores all too  often were heading over to shop at Costco. The people that you needed to  be shopping in your store were well-to-do shoppers who would be willing  to spend a lot at your store. However, the people that you were getting  were the Walmart customers who traditionally were seeking bargains. This is not going to look good on anyone’s product manager resume. The well-to-do shoppers were all heading over to Costco. 

What’s a product manager to do?