Blog Category: Blog

Disrupt Low Margins with Consumption Jobs

Competing in Declining Markets

The “consumption job” may be the most important concept that you’ve never heard of. Consider this. We are all unique, or we think we are, with this problem: our products are becoming more and more like commodities. You know, gasoline, steel, topsoil. Our superior product dreams are trampled under the heavy feet of commoditization. Wouldn’t ... Read More

Chasing the Fast Follower Myth

Bigfoot is as real as the fast follower

What is a “fast follower?” What’s a fast follower definition? Well, consider this: Bigfoot and the fast follower strategy have much in common. Namely, they’re both myths. Bigfoot, of course, is that Chewbacca-like beast that supposedly has roamed North America for thousands of years. And he (or she?) surely must be real because of all ... Read More

4 Steps to joining the Reliable Growth Club

Reliable growth is elusive, especially for companies pursuing quarterly shareholder appeasement. Join the Reliable Growth Club through B2B customer insight.

Here’s the scene: You are a B2B business leader unhappy with your membership in the Shareholder Appeasement Club and its quarterly meetings. You want profitable, reliable growth so you are free to captain your ship, not some Wall Street analysts. But what should you do—not in the abstract—but in concrete, actionable steps? Before exploring admission ... Read More

Don’t Confuse Concept Testing With VoC

Concept testing vs VoC

If we bring a prototype to a customer, this is “concept testing.” Something different from voice of the customer research.  But when definitions are not understood, these become conflated and we fool ourselves into believing that we’re more customer-centric than we really are. This confusion results from how innovation and new product processes have evolved. ... Read More

The Voice of the Customer: A Primer for Everyone

Child walking to school - Primer for the voice of the customer

“The Voice of the Customer”, an article by Abbie Griffin and John Hauser from 1993, joined the parallel worlds of academic market research with the practical discipline of new product development. As such, “The Voice of the Customer” built upon the leading framework at the time for building new products, QFD. (“QFD”, or “Quality Function ... Read More

Finance for B2B Innovation: 5 Growth Stalling Sins

NPV for Innovation

Finance is the calculus of growth. Engineers, product managers, and CEOs are all guided by financial metrics to lead the business to fulfill its purpose: sustainable, profitable growth. Meanwhile, the outside world uses finance to estimate firm value and potential. Perhaps due to the breadth of stakeholders, it’s easy for a company to slip into ... Read More