Awkward Reality #179

Don’t assume your customers’ opinions are the most important.

It may be that your customers’ customers opinions matter more. Somewhere in your downstream value chain, there’s a “drive sprocket” that’s moving the rest of the value chain. Find it, uncover all their needs, quantitatively isolate the critical ones, and pursue these like there’s no tomorrow.

More in e-book, Reinventing VOC for B2B (page 26).