We asked how much B2B-optimized interviews impacted teams’ designs for the products they were developing. Five out of six teams said the impact was “great” or “significant.” Hmmm… makes you wonder what those products would have looked like without these interviews. Do you think your new products could be improved this way?
More in white paper, Guessing at Customer Needs (page 2).
In both cases models are used to predict future behavior. Barometric pressure and other data are the “raw material” for weather models. For you, it’s quantitatively measuring key customer outcomes in the front-end of innovation. Your model lets you replicate the customer experience… so you can know with confidence how they’ll react to any of your product designs.
More in article, How to model customer needs (Originally published in B2B Organic Growth newsletter).
After qualitative interviews, seek customer ratings on key outcomes: “How important is abrasion resistance on a 1-10 scale? And how satisfied are you today with abrasion resistance on a 1-10 scale?” This lets you converge with confidence on only those outcomes customers care about… those with Market Satisfaction Gaps over 30% (important and unsatisfied).
More in white paper, Catch the Innovation Wave (page 11).
New Product Blueprinting's B2B-specific methods provide the inputs for organic growth. Avoid these blunders when executing Step 2, Discovery Interviews. ... Read More
If you’re dragging in your list of questions and the customer feels they’re doing you a favor… it’s supplier-led. But if you keep the scope broad enough to interest them, let them lead you to what interests them, and help them think deeply through attentive probing… it’s customer-led. It’s also much more effective.
More in article, The Best Customer Interviews Use a Digital Projector (Originally published in B2B Organic Growth newsletter).
These 5 practices help you succeed in the first step of Blueprinting… selecting a target market and project scope: 1) Define the boundaries. 2) Seek diversity. 3) Schedule enough time. 4) Sync with your strategic plan. 5) Get key stakeholders on board. ... Read More
“Jobs-to-be-done” (JTBD) is a powerful way of thinking that 1) provides a longer time horizon than a product focus, 2) guides you when conducting pre-interview market research, 3) naturally integrates with New Product Blueprinting, and 4) helps you separate the core, focal job from consumption chain jobs. ... Read More
You begin by uncovering, understanding, defining and setting outcomes’ direction… and end by quantifying their value. Skipping just one level dramatically decreases your odds of a highly-profitable new product. Do you know how many levels are baked into your new product development process? If you don’t, it’s less than nine.
More in article, The Science behind Great Value Propositions (Originally published in B2B Organic Growth newsletter).
Design Thinking vs. New Product Blueprinting? They are highly complementary, with design thinking going further in some areas… and Blueprinting going further in other areas. Bottom line: Think of Blueprinting as a type of design thinking… essentially a roadmap for front-end of B2B Design Thinking. ... Read More
Tao is the Chinese word that means “path” or “the way.” Here the letters T-A-O reveal the essence of Blueprinting Discovery interviews and the fundamentals of B2B innovation: “T” for techniques, “A” for attitude, and “O” for order. ... Read More