Technology development is science-facing and converts money into knowledge. Product development is market-facing and converts knowledge back into money. Both are critical, but don’t confuse them. And never do any product development until you have quantified, unbiased, unfiltered data on customer needs.
More in white paper, Commercialize technology in six foolproof steps
When recruiting John Sculley from Pepsi, Steve Jobs asked, “Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?” Most employees paid no attention to your last quarter’s earnings-per-share. But they’ll tell the next generation how their new product turned an industry upside-down.
More in 2-minute video at 5. Shareholder wealth is a poor goal
In many areas of life, there’s the “old way” and the “new way.” Does your company still develop “hypotheses” internally, and then meet with customers to validate them? This can lead to confirmation bias for you and stifled yawns for your customers. In the “new way,” you start by uncovering customer needs, not by internally “ideating” your solutions.
More in e-book, Reinventing VOC for B2B
Nothing you do within your operation will achieve such growth, unless customer value is also created. With operational efficiency alone, you’re in a race to the bottom. Quality and productivity improvements are important… but in isolation eventually lead to commoditization, as you and competitors approach a point of diminishing returns.
More in 2-minute video at 8. Rethink your major initiatives
If your new product development process does not require customer interviews today, consider two questions: 1) Do I have competitors beating me to the new product punch because they are using such interviews to uncover market needs? 2) Could I leapfrog them by building a company-wide competency of B2B-optimized interviews?
More in e-book, www.reinventingvocforb2b.com
With a high-certainty project, you can accurately predict your financial profits. With an uncertain project, you face significant potential downside and upside profits. In B2B markets, you can understand the downside very early. You’ll kill the project cheaply if the downside cannot be eliminated. And reap big upside profits if it can.
More in white paper, Innovating in Unfamiliar Markets (page 5)
You have to deliver important value that customers cannot get anywhere else. If customers can get this same value from just one other supplier, they’ll use it as leverage for lower pricing. So the difference between delivering new value and matching existing value is the difference between raising and lowering market pricing.
More in white paper, Catch the Innovation Wave (page 8)
Many suppliers ask “low-lumen” questions that neither illuminate nor engage customers. They may be biased, close-ended or too complex. Beware requesting sensitive information, or asking, “What would you pay for this?” When you ask for problems, don’t try to “help” with examples. Instead, let the customer choose the next topic to discuss.
More in white paper, Everyday VOC
Three conditions must be met: 1) A market segment (cluster of customers with similar needs) is clearly defined. 2) The segment is worth winning in terms of size, growth, profit potential, etc. 3) The segment is winnable, i.e., it’s not defended by a well-entrenched competitor. Overlook these conditions and you’ll waste resources. Great market segmentation is key to successful innovation.
More in 2-minute video at 16. Segment by markets for innovation
Could customers help with a product as radical as iTunes or iPod? They’d probably be hopeless on solutions… but helpful on outcomes: access a broad range of music, instantly purchase music, transport music anywhere, purchase single tunes, store music on multiple devices, etc. These would be great insights for any solution-provider.
More in 2-minute video at 18. Avoid the ‘Faster Horse’ Fallacy
If you don’t ask customers the right questions, you can’t quantitatively assess their next best alternative. So you’ll have to guess at pricing. Guess too high and customers won’t buy. Guess too low and… well, customers will let it go this time. And you leave money on the table, perhaps for a decade or more.
More in white paper, Catch the Innovation Wave (page 12)
Think of a great radio interview. Did the host say, “I have 10 questions about your book”? Or did he listen carefully, asking wonderful questions? Did these questions cause the guest to think deeply? Did the guest enjoy the stimulating exchange, even thanking the host? This is how you learn what competitors miss. Check out our What-Why-Clarify probing method that’s part of Everyday VOC training.
More in white paper, Everyday VOC
You can have an intelligent, peer-to-peer conversation about pressure ratings, fluid specifications, etc. And expect greater B2B interest vs. B2C, since your innovations can help the hydraulics engineer become a hero with his next new product. Without innovative suppliers like you, his path to recognition is a difficult one. The more you understand B2B vs. B2C, the more you can “take advantage of your B2B advantages.”
More in white paper, B2B vs. B2C
Sure, you can develop products that you find exciting. But unless these products address something customers find important and unsatisfied, don’t expect them to buy them. And if customers do buy your product, they certainly won’t pay a premium. If you’re not happy about this, you’ll have to complain to Adam Smith. The best way to know customers are eager for you to meet a need is with Market Satisfaction Gaps.
More in white paper, Market Satisfaction Gaps