Here’s the test: When you look at projects in your new product pipeline, do some have sizeable commercial risk, not just technical risk? If so, you need to start conducting quantitative customer voice-of-customer interviews. These help you nearly eliminate commercial risk, based on Market Satisfaction Gaps. Here’s the point: If you’re a B2B supplier, there’s simply no reason to put up with much commercial risk once you move into the development stage. Check out over a dozen real-life examples of their use at www.aimcasestories.com.
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Absorb far less risk in your transformational projects by following 4 steps: 1) Diverge to many potential risk factors, 2) converge to the high-impact, low-certainty factors, 3) investigate these with a CheckPoint Plan, and 4) intelligently communicate progress to
management. ... Read More
Web-conference based B2B customer interviews will likely continue to be popular… given the costs of in-person interviews in terms of a) travel expenses, and b) non-productive travel time. Our top recommendation is this: Make these visually interesting for your customers. For tips on how to do this with both qualitative and quantitative interviews, download our white paper at www.virtualvoc.com.
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Dan Adams has the honor to present at GLG Webcast covering “B2B VOC Skills to Boost New Product Development Success” on May 26, 2022 at 10:00 AM EDT (3:00 PM BST | 4:00 PM CEST). Dan will be presenting on the following key topics: How to virtually eliminate commercial risk in the front end of ... Read More
Dan Adams has the honor to team up with Colin Palombo, Managing Partner of Stage-Gate® International, Inc., and present at GLG Webcast covering “10 Steps to energize your Stage-Gate process” on May 24, 2022 at 2:00 PM EDT. Dan and Colin will be presenting on the following key topics: Separate your team’ opportunity quality from ... Read More
A model is a simplified reflection of reality… a stand-in for what will happen. Maps, recipes and budgets are all models. What if you could model customer needs, creating a map to guide your new-product design targets? You can if you start with proper B2B quantitative interviews, as described in this 2-minute video: Benchmark Competing Alternatives. Someday innovators will wonder why we guessed at B2B customer needs when we could have created these detailed maps to guide us… and eliminate most new product development commercial risk.
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The strongest value propositions examine key customer outcomes at 9 levels (the essence of New Product Blueprinting): 1) Uncover outcomes, 2) understand importance, 3) define & set direction, 4) prioritize outcomes, 5) learn how to measure, 6) identify satisfaction levels, 7) measure next best alternatives, 8) quantify value created, and 9) quantify value captured. ... Read More
For B2B companies I believe this practice is requiring quantitative, unbiased, unfiltered evidence of customer needs before starting to develop a new product. Today, wishful thinking and confirmation bias greatly distort suppliers’ views of what customers want in a new product. One way to change this? Require Market Satisfaction Gaps for all significant product development. These reveal which outcomes the market is most eager to see improved. Check out over a dozen real-life cases of their use at www.aimcasestories.com.
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