Awkward Reality #67

An advantage is no advantage unless you take advantage of it.

Here’s the “B2B Advantage”: Your customers can offer more insight than end-consumers due to their knowledge, interest, objectivity and foresight. But if your company uses hand-me-down consumer goods voice-of-customer methods, you’ve ignored your own advantage. Your competitors may not.

More in white paper, Catch the Innovation Wave (page 7).