Over time, certain patterns become impossible to ignore—and when they do, it’s worth stepping back and talking openly about them. One of those moments is when we hear someone say, “All customers want is a lower price.” That statement isn’t a conclusion. It’s a signal. And it deserves attention. 1. Product Decisions Are Happening All ... Read More
Is your new product pipeline filled with blockbusters destined to amaze customers and drive profitable growth for you? Or is it filled with twaddle… incremental innovation aimed at “guessed” market needs? With AI as your pipe wrench, these 3 steps will unclog your pipeline. Then your best new products will flow freely. In our experience, ... Read More
One of the most powerful things you can do in New Product Blueprinting is to slow down and visualize how customers actually get their work done.This technique is called Outcome Mapping, a structured way to trace a customer’s job step by step, in their own words, and without reference to any product or tool. If ... Read More
Customer interviews are messy. They zig, they zag, and often end in rabbit holes you didn’t expect. One moment you’re hearing about a product quirk, the next you’re deep in a story about their frustrations with internal approvals or onboarding new team members. That’s the nature of real conversations. And it’s exactly why structure matters. ... Read More
Why do people really buy what they buy? It’s a question that has reshaped how we think about customers, markets, and innovation. Thanks to the foundational work of Clayton Christensen, Tony Ulwick, Bob Moesta, and Lance Bettencourt, Jobs-to-be-Done (JTBD) theory gave us a breakthrough insight: “Customers don’t buy products—they hire them to get jobs done.” ... Read More
June 10, 2025 – [Chapel Hill, NC] — The Jobs-to-be-Done Pyramid™: An Innovation Architecture for Humans by William “Scott” Burleson has quickly gained traction among business professionals, becoming the #1 New Release in Product Management and #1 New Release in Consumer Behavior. It also ranks as the #8 New Release in Marketing, one of Amazon’s ... Read More
Can we use New Product Blueprinting to Test Product Concepts? YES. New Product Blueprinting normally assumes we don’t have a product idea yet. However, Blueprinting can also be leveraged to evaluate the viability of a product concept through a structured, needs-based assessment. This article explores a five-step process for using New Product Blueprinting to validate ... Read More
Why have CRM systems underwhelmed? It’s not due to poor software design, but rather poor implementation. If we’re honest with ourselves, it’s the way we fickle humans use CRMs. If we’re counting on more reliable humans to deliver more successful CRM results, we’re likely to be disappointed. Why is highly successful CRM performance such a ... Read More
The appearance of a product is a pivotal factor in its success for several reasons. Firstly, it’s often the first point of interaction between the product and the consumer. A product’s look can communicate its quality, usability, and the brand’s values. A compelling design in a market saturated with options can make a product stand ... Read More
Does your operating plan call for profitable growth in 2025? How will you achieve it? You could use your old playbook… or employ AI, arguably the biggest game-changer in decades. Let’s look at four ways to use AI for growth-driving competitive advantage. You can use AI to boost efficiency or effectiveness. Said another way, you ... Read More
The AIM Institute hosts a webinar featuring AI expert, Amir Hartman. The webinar is titled: Understanding and implementing AI in B2B Marketing. ... Read More
The annual B2B sales meeting is your perfect opportunity to revitalize sales efforts for next year. These are pivotal events for businesses looking to energize their sales teams, share industry insights, and drive growth. A successful conference can inspire, educate, and motivate attendees, improving performance and enhancing team cohesion. Consider incorporating these seven essential elements ... Read More
Let’s learn to moderate focus groups with jobs-to-be-done. Focus groups are a cornerstone of market research, providing valuable insights into consumer behaviors, preferences, and perceptions. Jobs-to-be-done is our primary methodology to understand customer behavior and decision-making. It’s natural to consider the interplay of moderation skills, the special context of the focus group, and the mental ... Read More
Dan Adams discusses the role of successful corporate leaders in the Joe Sullivan podcast… based on his book, Business Builders: How to become an admired and trusted corporate leader. ... Read More