Blog Category: Blog

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 Magic of Market Segmentation

Market Segmentation with Examples

It’s always a good idea to reinforce the basics. The best of the best, in every craft, maintain a focus on fundamentals. Consider that the great Tiger Woods continues to perfect his golf swing, even as he approaches the end of his career. For innovation, few concepts are as fundamental as market segmentation. In this ... Read More

Product Manager Training: Let’s Get Started

Time for product manager training

Product managers are critical along the journey to become customer-centric. To that end, few investments are more important than product manager training. Before diving too deep into the product manager training strategy, let’s discuss this title, “product manager.” Since titles don’t always mean the same thing from company to company, let’s be precise in our ... Read More

It’s Time for New Innovation Metrics

Why-you-need-new-innovation-metrics

You’ve heard, “measure twice, cut once,” right? When it comes to market-facing innovation, most companies only measure after they’ve cut. They use the vitality index—a fine innovation metric developed by 3M in 1988 that’s simple to understand: percentage of gross revenue generated from products launched in the past three (or five) years. But if this ... Read More

Chasing the Fast Follower Myth

Bigfoot is as real as the fast follower

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 the television shows dedicated to his discovery. For example, there’s Expedition Bigfoot, Finding ... Read More

B2B Growth: Research on how to accelerate it

B2B-Growth-How-to-accelerate-it

No one likes to be average—another word for mediocre—in something as important as growing their business. Of course, half of all businesses are below average in any given year. And few in the above-average ranks for B2B growth are confident they can stay there year after year. This can change for your business. You can ... Read More

Your Surest Path to B2B Competitive Advantage

B2B Competitive Advantage

Consider this logic chain for growth: A) Your only path to profitable, sustainable growth in in creating customer value. B) The only way to create customer value is by improving important, unmet customer outcomes. C) Most companies do a poor job today of identifying which customer outcomes to improve. D) Proven methods are now available to confidently target a market’s important, unmet outcomes. ... Read More

Maximize your R&D ROI

Squandered Research and Development

Most B2B companies waste millions of dollars in failed product development. This often isn’t because their scientists can’t come up with good answers… but rather they’re working on the wrong questions. Good customer insight lets you move into the Non-Obvious zone, working on customer problems your competitors miss. ... Read More