Awkward Reality #73
For many companies, innovation is like a medieval comet… rare, unexplained and unpredictable.
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).