Blog Category: Blog

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 two parallel worlds. The first, of academia and market research. The second, the practical engineering discipline of new product development. As such, “The Voice of the Customer” built upon the leading framework at the time for building new products, ... 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

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

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

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

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