Awkward Reality #496

There’s no need to accept much commercial risk… unless you’re a thrill-seeker.

When you finish the front-end of innovation, you may have plenty of technical risk ahead. But you can examine B2B customer outcomes at nine levels, and gain an incredible understanding of the customer’s world. Done well, your commercial risk should be negligible when you enter the development stage.

More in white paper, Timing is Everything (page 6)