The “Build-Measure-Learn” cycle in Lean Startup begins with a hypothesis, and is great for B2C. End-consumers can seldom tell you what will amuse them or increase their sense of self-worth. But knowledgeable B2B customer can predict their desired outcomes. So start with a “Learn” pre-step. Customers will tell you all you need if you know how to ask.
More in white paper, Lean Startup for B2B (page 3).
Consider three product development stages: front-end, development and launch. Most projects reach commercial certainty in the launch phase, as sales are monitored. But you can move this certainty to the front-end. Nearly all commercial uncertainty can be eliminated before development using the science of B2B customer insight.
More in white paper, Timing is Everything (page 6).
There are many forces dragging your products toward commoditization: competitors trying to imitate your products… purchasing agents trying to standardize your products… new technologies trying to obsolete your products. In your quest toward specialty products, you’ll get no outside help. You own this one, baby.
More in article, The Commodity Death Spiral (Originally published in B2B Organic Growth newsletter).