With a high-certainty product project, you can accurately predict your financial profits. With an uncertain project, you face significant potential downside and upside profits. In B2B markets, you can understand the downside very early. You’ll kill the project cheaply if the downside cannot be eliminated. And reap big upside profits if it can.
You can methodically strip away uncertainty and de-risk your projects. This is done through a four-step process that combines Discovery-Driven Planning with New Product Blueprinting. Learn more in this white paper, Innovating in Unfamiliar Markets (page 5).
You have to deliver important value that customers cannot get anywhere else to command a higher price. If customers can get this same value from just one other supplier, they’ll use it as leverage for lower pricing. So the difference between delivering new value and matching existing value is the difference between raising and lowering market pricing.
Download our Free white paper to discover how the Innovation Wave will differ from earlier Quality and Productivity Waves. Catch the Innovation Wave (page 8).
Many suppliers ask “low-lumen” questions that neither illuminate nor engage customers. They may be biased, close-ended or too complex. Beware requesting sensitive information, or asking, “What would you pay for this?” When you ask for problems, don’t try to “help” with examples. Instead, let the customer choose the next topic to discuss.
Read more in article, Lean Startup: A Great Approach Requiring “B2B Pre-Work” (Originally published in B2B Organic Growth.) Lean Startup wisely recommends testing assumptions and learning from customers at the first opportunity. For most B2B suppliers, this “first opportunity” to learn comes before a prototype is created – through early voice-of-customer interviews that mine the insight and foresight of highly-knowledgeable customers.
Lean Startup is a powerful methodology, but B2B suppliers need to make some adjustments to avoid serious pitfalls. Instead of using a Build-Measure-Learn cycle, B2B producers should use a Learn-Build-Measure-Learn cycle. In other words, they should begin with B2B-optimized customer interviews. ... Read More
CEO World publishes “Four Signs You Have a Growth Problem” by Dan Adams. In this article, Dan explains four tell-tale misconceptions many business leaders have that stunt their organizations’ growth. About CEO World: CEOWORLD magazine is the world’s leading business magazine written strictly for CEOs, CFOs, CIOs, senior management executives, business leaders, and high net worth ... Read More
Three conditions must be met: 1) A market segment (cluster of customers with similar needs) is clearly defined. 2) The segment is worth winning in terms of size, growth, profit potential, etc. 3) The segment is winnable, i.e., it’s not defended by a well-entrenched competitor. Overlook these conditions and you’ll waste resources.
Read more in article, B2B Customer Interviews: Are They Different? (Originally published in B2B Organic Growth.) If you are using a one-size-ﬁts-all VOC interviews for industrial goods that others use for consumer goods, you’re sub-optimizing. Collaboration, pre-selling and value capture are wonderful goals, but to reach them you’ll need new approaches.
Could customers help with a product as radical as iTunes or iPod? Sure. If you know how to ask. They’d probably be hopeless on solutions… but helpful on outcomes: access a broad range of music, instantly purchase music, transport music anywhere, purchase single tunes, store music on multiple devices, etc. These would be great insights for any solution-provider.
Read more in this article, Should You Develop New Products like Steve Jobs? (Originally published in B2B Organic Growth). Steve Jobs made a good point when he said “you can’t just ask customers for the next big thing.” The customers’ area of expertise is the “outcome”—what they want to have happen, not how it should happen.
Has your business correctly answered 4 questions? 1) Would better customer insight improve our innovation success? 2) Should we take a DIY approach to customer insight (vs. using “hired guns”)? 3) Should we learn improved customer insight from external trainers (vs. training ourselves)? 4) Should gaining this customer insight capability be a top priority (vs. other priorities)? ... Read More