Master the front-end of innovation with our customer insight training


When you’ve trained thousands of B2B professionals on every continent, some conclusions are inescapable. First, most B2B companies do a terrible job understanding customer needs for their product development. It’s funny: Each company thinks their situation is unique, but you’d be amazed at how common these shortcomings are across all B2B industries: high commercial risk, misdirected R&D, incrementalism, and overlooked opportunities. They desperately need solid customer insight training (based on customer interview workshops).

Second, the recipe for meaningful organic growth is simple: Understand and meet customer’s needs better than others. Nothing else can provide rapid, profitable and sustainable growth. Most companies compete by trying to meet customer needs better… but good luck relying on smarter R&D. Instead, compete to understand customer needs better. B2B customers are a reservoir of knowledge, interest, objectivity and foresight almost always untapped by your competitors. And it remains untapped without training from a solid customer interview workshop.

Third, large companies have thousands of sales, marketing, and technical interactions with customers annually. Instead of relying on hired guns to do their voice-of-customer work, they should use VOC by the masses. This is what our customer insight training–based on New Product Blueprinting–does for your organization: It turns your employees into masters of B2B customer insight. (See how our clients are doing this in these case stories.)

We offer a variety of New Product Blueprinting training options for new and current Blueprinting practitioners:

  1. Public workshop: We know many companies like to test the water before committing to a private training program. We hold public virtual workshops that are nearly identical to the workshop in our private training. Your “scout” receives all the same learner materials and reports back so you can decide if this is right for your organization.
  2. Private training: This is our most popular customer insight training. We train 10-to-50 of your people, organized in several “real-project” multi-functional teams . After the kickoff workshop, these teams conduct real interviews with real customers, as an AIM Coach supports them for up to a year. Our blended learning approach includes a workshop, web-conference in-team coaching, self-paced e-learning, Blueprinter® software, BlueTools® aids, and BlueHelp® knowledge center. Check out our 5 Training Plans (with pricing and how to get started).
  3. Monday Master Classes: Our Blueprinting workshop graduates set themselves apart from “the rest” with their impressive B2B customer insight skills. Here’s one way they keep getting better year after year: They join Dan Adams and Scott Burleson for a free Monday Master Class. In these twice-per-month web-conferences, they hear an advanced lesson and use the open Q&A time to get answers to their toughest questions.
  4. Certification Programs: The highest level of success comes when you no longer rely solely on an outside firm like us, and instead develop internal coaches. With our Blue Belt and Black Belt certification programs, you’ll trim coaching costs, accelerate and upgrade projects, and take greater ownership in mastering B2B customer insight.