Awkward Reality #73

For many companies, innovation is like a medieval comet… rare, unexplained and unpredictable.

73 Medieval Comet

That’s too bad, because customer insight—the first critical step to B2B innovation—can be learned like any other science. You examine customer outcomes (desired end-results) at nine levels. Just as a microscope’s magnification is increased, so each level reveals something new about each outcome. You should try it. Before your competitors.

More in white paper, Catch the Innovation Wave (page 8).

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