Blog Category: Product Development

Technology development is science-facing; product development is market-facing. The former turns money into knowledge; the latter turns knowledge back into money.
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A stage-and-gate process does much well, but only manages the interface between a company and its teams. Add “customer insight skills” for the interface between teams and customers.
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You want to deliver the right product to the right market using the right message through the right media. To do this, use AIM’s approach: “Who to tell… What to tell… How to tell.”
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You can deliver $80,000 of NPV by accelerating a typical B2B new product launch by just one month. Here are 4 ways to accelerate your projects… and boost success rates while you’re at it.
b2bgrowth.video/38 Video length [2:26]

Here are the 12 points of a strong B2B Business Case. Also consider an abbreviated-but-powerful 6-point “Market Case” as your entry ticket into the development stage.
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The price premium your product gets is driven by its value over customers’ next-best alternative. Here’s the only reliable way to quantitatively assess competing products’ value.
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These 4 common practices practically ensure confirmation bias and squandered new-product R&D. Escape this trap with quantitative interviews and Market Satisfaction Gaps.
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These let you move from supplier-focused pricing (cost-plus) and competitor-focused pricing to customer-focused pricing. It’s the only way to avoid leaving money on the table
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Supplement your customer interviews with tours. Use them to a) gather context for interviews, b) look for improvement ideas, and c) gather economic data for new-product pricing later.
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Should you hire a firm to conduct your voice-of-customer interviews, or train your own people to do this? Consider these four factors to find the answer for your business.
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Sure, in-person interviews are the gold standard… but “virtual VOC” has surprising advantages. Blend in-person and web-conference interviews to optimize effectiveness and efficiency.
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Bucket #1 is Technology Development… science-facing innovation that turns money into knowledge. Bucket #2 is Product Development… market-facing innovation that turns knowledge back into money. Bucket #3 is Process Development… optimizing the production of existing products to make money more efficiently. Don’t focus on customer needs for Bucket #1 (it’s too early) or #3 (it’s too late)… but do this very well for Bucket #2. In the entire money-making process, this is your greatest point of leverage today.

More in article, Target Customer Needs and Win

If you want to unleash the full brainpower of B2B customers during a qualitative Discovery interview, introduce them to a trigger method. One such method is the Trends Map.
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While the main goal of an interview is customer insight, B2B companies should also pursue customer engagement. Here are 10 ways to boost engagement and shorten your “time-to-money.”
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