AIM Archives - Month: February 2018

The most overlooked innovation practice? Understanding customers’ alternatives.

145 3 Door Options

Sure, the most important practice is understanding customer needs. But most overlooked? Few suppliers ask customers 1) for the most important, unsatisfied outcomes, 2) what test methods measure these outcomes, and 3) how satisfied customers are by various test results. Without these questions, you cannot properly assess competing alternatives.

More in article, Four Steps Needed for New Product Differentiation (Originally published in B2B Organic Growth newsletter).

Consider an important—if awkward—question to ask new-product project teams.

144 Time Spent Talking

If any process in your company should be customer-driven, it should be the one developing products for customers, right? So try this at your next review: Ask team members how many hours they spent talking to customers… and how many hours working internally. You may be surprised at how little time was spent understanding customer needs.

More in article, Should Your Stage-Gate® Get a No-Go?

Should Your Stage-Gate® Get a No-Go?

Should Your Stage Gate Get a No Go

It’s important to recognize what a stage-and-gate process will—and will not—do for you. This research shows why it’s a mistake to count on such a process to drive growth. Given the limitations of internal focus and analytical thinking, you need more. Simply put, your stage-and-gate process is necessary, but not sufficient. ... Read More

You probably have great “improvement potential” in 3 of 4 value propositions steps.

142 Potential

Consider four steps: 1. Understand value, learning which important outcomes customer lack. 2. Quantify value, estimating the potential value beyond customers’ next best alternative. 3. Build value, by developing a new offering. 4. Communicate value, with a dynamic launch. Most companies can get much better at steps 1, 2, and 4.

More in article, Three Steps to Unbeatable Value Propositions (Originally published in B2B Organic Growth newsletter).