Awkward Reality #412

Closely examine B2B innovation malpractice, and you’ll see a pervasive disregard for customer needs.

It’s ironic: B2B customers have the only vote on whether our new product is any good. B2B customers want us to innovate on their behalf. B2B customers are eminently qualified to guide us. Yet many suppliers all but ignore B2B customers when developing their product concepts. Today, this malpractice is global and pervasive in nature. We can do much better.

More in white paper, www.guessingatcustomerneeds.com