Awkward Reality #545

I’m still looking for a B2B industry that does not suffer from supplier-centric innovation.

It would seem obvious that new product development should be focused on those who will pay for these products: customers. It would seem. Yet B2B suppliers routinely pursue their own ideas, concepts and hypotheses, paying too little attention to market needs too late. True customer-centric innovation is a completely different mindset.

More in e-book, Reinventing VOC for B2B