Blog Category: Product Development

Avoid the 4 Traps of Technology Prediction

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.

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 become more and more attached to our predictions. A cycle of bad ... Read More

Let customers surprise you

You don’t want to be surprised in most of business… overseeing production, traveling for business, building a facility. The one exception? You do want to be surprised when innovating. This is true in the lab, but also during customer interviews. See a totally different VOC method that boosts surprises.

More in research report, Discovery Interview Research Report

B2B Customer needs: From “guessing”… to “understanding”… to “modeling”.

218-Model-Customer-Needs

In B2B we can do even better than “understanding” customer needs. We can “model” them. Use customer interviews to understand customers’ key outcomes. But don’t stop there. Ask how they measure these outcomes… and how good is “good enough.” Then create a model so you can test how they’ll react to any product design you imagine.

More in article, How to model customer needs