Blog Category: Blog

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 these become conflated,  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. In an earlier era, we ... Read More

If you start selling your new B2B product when you launch it, you’ve started too late.

223-Time-to-Tell

Research shows top sales professionals ask customers questions such as, “What problems are you facing?” Why not ask this before you develop a new product —not just afterwards? Such questions engage, so customers are often “half-sold” by your launch date. And their answers let you create much better new products. So… one question, two benefits.

More in Leader’s Guide Videos Lesson 17, Engage your B2B customers

Avoid the 4 Traps of Predicting Technology Adoption

Avoid the 4 traps of technology prediction using jobs-to-be-done (JTBD) thinking that is informed by the voice of the customer. Image of a large door open to the future.

It’s natural to ruminate on the future; in particular, about technology adoption. What changes will future technology waves bring?  Will we ride them to riches or drown under the weight of disruption? A Danish proverb warns that “Prediction is dangerous, especially about the future.” A cycle of bad logic Unfortunately, when we theorize, we can ... Read More

B2B Organic Growth: 8 top lessons for leaders

B2B Organic growth is driven by leadership

We call our bosses “leaders” out of respect for their organizational position. But do they drive B2B organic growth? How many would pass this one-question pop quiz: What is the foremost duty of a business leader? What’s your answer? I believe the correct answer is: Leave your business stronger than you found it. Some might ... Read More

The Amazing ROI for Voice of the Customer

Show-Exponential-growth

Some would say that investments in Voice of the Customer are “too expensive and time consuming.” After all, does it really make sense for employees to spend time on VoC projects? For them to be on the road, interviewing customers? Instead, shouldn’t they be doing things that “drive sales?” Like working more shows? Assisting sales ... Read More

B2B Organic Growth: Moving to earned growth

Weed Growing in patio

A large, unexpected revenue upturn this quarter is good news, right? It certainly feels good, but the satisfaction is fleeting. What you really need is growth that is unrelenting, earned and reliable. When business executives don’t understand the nature of “good” B2B organic growth, they risk three pitfalls. B2B Organic Growth Pitfalls Pitfall 1. “Let’s ... Read More

Close the Customer Feedback Loop

Without VoC feedback, growth stalls.

Quality guru Edwards Deming taught us that “94% of problems in business are systems driven and only 6% are people driven.” With the right systems, a company will grow and thrive. And few are more important than the “feedback loop.” Unfortunately, this term has been used so broadly that the original and powerful meaning has ... Read More