AIM Archives - Month: July 2016

A customer outcome is like a scientific specimen, waiting to be examined and understood.

62 Scientific Specimen

Great value propositions begin and end with customer outcomes. It’s like collecting specimens, sliding them under your microscope, and continuing to turn up the magnification. The careful researcher doesn’t have to agonize over the right value proposition. It comes into increasing focus, waving its arms and screaming to be addressed.

More in white paper, Timing is Everything (page 9).

Pinching pennies in the front-end of innovation is like night-driving with burnt-out headlights.

61 Penny Pinching

Imagine a team spent $50,000 traveling to interview customers about their needs. What would it take to recover this front-end investment? Typically, just one of these… Improve probability of success by 1%, increase market share by ½ share point, accelerate time-to-market by one month, or raise pricing by 0.5%. Buy new headlights and speed up.

More in article, The Harsh Realities of Organic Growth (Originally published in B2B Organic Growth Newsletter).

You have two options: Ask for pricing decisions, or understand customers’ pricing decision making.

60 Price Decision Making

You can ask for pricing decisions using a survey, e.g. Van Westendorp. But it’s hard to get a straight answer in concentrated B2B markets: They know they’ll be negotiating prices later. Better to understand the customer’s world so well you can create a value calculator… to model their pricing decision-making. You’ll have longer-lasting insights vs. a one-time survey.

More in article, Pricing New vs. Existing Products (Originally published in B2B Organic Growth Newsletter).

The Harsh Realities of Organic Growth

61 Penny Pinching

Most B2B companies struggle with organic growth because they don't rationally deal with these 5 harsh realities. This article compares the futility of “penny pinching” in the front end of innovation… to the way DuPont invested in New Product Blueprinting training. ... Read More