It’s ironic: B2B customers have the only vote on whether our new product is any good. B2B customers want us to innovate on their behalf. B2B customers are eminently qualified to guide us. Yet many suppliers all but ignore B2B customers when developing their product concepts. Today, this is a global pandemic.
More in article, Is Your Innovation Supplier-Centric… or Customer-Centric? (Originally published in B2B Organic Growth Newsletter)
Can you eliminate most commercial risk when developing B2B new products? Yes… by building a Certainty Time Machine. Once you start the development stage, you should primarily be dealing with technical risk, not commercial risk. ... Read More
The average company only has a 25% success rate after it finishes its front-end work. With Six Sigma success, you’ve got three defects per million attempts… while your new product development is stuck at three defects per four attempts. Can you think of any other area in your company with this level of waste? Don’t let your competitors tame this frontier first.
More in white paper, Catch the Innovation Wave (page 3)
THE AIM INSTITUTE’S DAN ADAMS TO BE KEYNOTE AT ISBM CUYAHOGA FALLS, OH (SEPTEMBER 14, 2015) – FOR IMMEDIATE RELEASE Dan Adams, president of The AIM Institute, will be a keynote speaker on September 15-16, 2015 at the Institute for the Study of Business Markets (ISBM) Members Meeting at Penn State University Smeal College of ... Read More
Your product launch budget will stretch much further when you understand your industry position on this matrix… based on the number of customers in your target market and your current supplier position. And AIM’s 2-Question Launch Survey will focus your spending for optimal efficiency. ... Read More
To move from supplier- to customer-centric innovation, B2B producers should shift their thinking in four areas: 1) new markets to new supplier, 2) validating hypotheses to uncovering outcomes, 3) competitive products to customer alternatives, and 4) competitive pricing to value creation. ... Read More
Companies like to talk about the voice-of-the-customer, but most just listen to themselves as they create “conference room” products. The team gathers internally to decide for the customer what they’ll want in a new product. This team will always lose to the team that immerses itself in the customer experience, and designs a product to improve that experience.
More in article, Why Advanced VOC Matters (Originally published in B2B Organic Growth Newsletter)
Imagine your doctor entered the exam room, saying, “I’ll ask some routine questions to validate my hunch… so I can start treatment.” Would he be your doctor for long? Wouldn’t you rather have a doctor who listens first and asks intelligent questions? Your customers feel the same way, so leave your hypothesis in the waiting room and start engaging them.
More in executive briefing, Seven Mistakes that Stunt Organic Growth
Far too many B2B customers are still using “Voice of Ourselves” for product development. Diagnose your VOO vs. VOC behavior in 10 areas: 1) interview scope, 2) interview objective, 3) types of questions, 4) note-taking, 5) interview skills, 6) observation skills, 7) companies interviewed, 8) deliverables, 9) engagement timeframe, and 10) interviewing staff. ... Read More