AIM Archives - Month: October 2018

Disrupt Low Margins with Consumption Jobs

Competing in Declining Markets

The “consumption job” may be the most important concept that you’ve never heard of. Consider this. We are all unique, or we think we are, with this problem: our products are becoming more and more like commodities. You know, gasoline, steel, top soil. Our superior product dreams are trampled under the heavy feet of commoditization. ... Read More

In true customer-centered B2B innovation, you’re actually not developing your new product.

177 New Product

You’re developing your customer’s new product. It’s like this: “Mr. Customer, we’ve assembled a team aimed at developing something you’ll love. As you can see, we even brought a lead R&D person with us to listen to you. So can you tell us everything you think we should know before we going into our labs? We want to get this right so the innovation makes you a hero at work.”

More in article, Reduce Bias in Voice of the Customer