Blog Category: New Product Blueprinting Process

A customer outcome is like a scientific specimen, waiting to be examined and understood.

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Great value propositions begin and end with customer outcomes. It’s like collecting specimens, sliding them under your microscope, and continuing to turn up the magnification. The careful researcher doesn’t have to agonize over the right value proposition. It comes into increasing focus, waving its arms and screaming to be addressed.

More in white paper, www.b2btimingiseverything.com (page 9)

Quickly identify any over-served markets. Then sprint in the opposite direction.

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If all customer outcomes in a market are either unimportant or already satisfied, you’ll see low Market Satisfaction Gaps. This is an over-served market, and there’s only one thing that makes these customers happy: Dropping your price. Race to more attractive markets and hope your competitors waste resources here. Have you identified your over-served markets yet?

More in white paper, www.marketsatisfactiongaps.com

Jobs-to-Be-Done for B2B Markets

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“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

Better B2B Customer Recruiting for Market Research

9 Best Practices for Recruiting Customers

Consider these best practices for recruiting customers for interviews: 1) Value representativeness over sample size. 2) Include respondents along the value chain. 3) Recruit some respondents with internal resources. 4) Use outside recruiting if you get stuck. 5) Get the sales team on board. 6) Use a script for recruiting calls. 7) Email an agenda. 8) Send respondent to www.haveyoubeendiscovered.com. 9) Start with a big list. ... Read More

The Front End of Innovation: How much is “too much”?

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Our research asked B2B professionals what drives profitable, sustainable organic growth. The #1 answer was delivering strong, differentiated value propositions. And the #1 differentiator between the best and worst value-creating companies was superior front end of innovation work (www.whatdrivesb2borganicgrowth.com). The Front End of Innovation – Key Steps There are important front-end steps top-performing companies take to strengthen their value ... Read More

What is New Product Blueprinting?

What is New Product Blueprinting

With New Product Blueprinting, you use creative foresight and a detailed plan for new product development… similar to an architect’s planning before breaking ground. The process includes 7 steps: 1) market research, 2) Discovery interviews, 3) Preference interviews, 4) side-by-side testing, 5) product objectives, 6) technical brainstorming, and 7) business case. ... Read More