Awkward Reality #342
When you launched your last product, did customers start buying it right away? Or did they take a while to evaluate it because they were swamped with other matters? Why not start engaging their decision-makers and -influencers before you launch your new product? Start this engagement during voice of customer interviews, and continue it all through your development. You’ll find they evaluate—and start buying—your product sooner. Rapid “time to market” is good, but fast “time to money” is better.
These are explained in the article, The Missing Objective in Voice of Customer Interviews