Awkward Reality #420

Mediocre customer insights? You need a different packing list for your next interview.

420-Packing-List

Cross “interview guide” off your packing list and add “digital projector.” The former indicates you—not the customer—will be guiding the interview. Not good. Project your notes and let the customer tell you their next problem or ideal state: You’ll learn what you didn’t know you didn’t know, they’ll correct your notes, and they’ll be much more engaged.

More in 2-minute video at 29. Engage your B2B customers

Awkward Reality #419

Awkward Reality #418

Great B2B innovation starts with customer engagement. Are you applying customer detachment?

418-Customer-Detachment

Many suppliers unwittingly detach from customers with a host of risky behaviors: 1) Asking customers to fill in boring questionnaires, 2) using interviews to “validate” their preconceived solutions, 3) failing to probe with insightful questions, and 4) neglecting to follow-up interviews with rich, ongoing engagement. Is it time to learn customer-engagement skills?

More in 2-minute video at 29. Engage your B2B customers

Awkward Reality #417

Is your operating plan promising faster growth than the markets you serve? Be nervous.

417-Operating-Plan

Do you think your competitors also plan to exceed market growth? So, all the competing suppliers plan to grow faster than the market they serve, year… after year… after year. As Dr. Phil would say, “How’s that been working for you?” Maybe it’s time for a different plan. A plan built on innovation, not hope… on well-grounded skills, not blue-sky spreadsheets.

More in 2-minute video at 2. Superior B2B growth is challenging

Awkward Reality #416

Don’t count on your R&D people being brighter than competitors’.

416-Research-and-Development

Will you win because your R&D people are 20% smarter than the competition’s? If that logic sounds shaky, here’s a suggestion: What if your R&D worked only on problems customers truly cared about… while competitors kept guessing what to work on? Would that be a competitive advantage? This is easier than you think… but maybe you’d rather try to hire geniuses.

More in white paper, www.catchtheinnovationwave.com (page 4)

Awkward Reality #415

Are you prioritizing customer needs?

High Priority

Most B2B companies don’t have a good system for prioritizing customer needs. At least this is what The AIM Institute found in its recent research. Of 12 voice-of-customer skills measured, this is the skill survey respondents most wanted to improve. Prioritizing customer needs was also identified as the greatest differentiator between successful and unsuccessful new product developers.

More in research report, www.b2bvocskills.com (page 11)

Awkward Reality #414

Interview B2B customers in a way that allows—even invites—surprise.

414-Business-Surprise

We’ve coached hundreds of B2B new product teams and here’s the awkward reality: When teams begin using advanced methods to interview customers, they are usually surprised by what customers want. This means the teams had been planning on developing a product that interested them, not customers. This is a sobering experience. Have you had it yet?

More in 2-minute video at 25. Let your customers surprise you

Awkward Reality #413

You can’t achieve profitable, sustainable growth behaving like your competitors.

413-Competitive-Behavior

Unless your company has smarter employees, some inherent unassailable advantage, or a markedly different approach to satisfying customers… pesky competitors will always limit your growth. What if you and your competitors were all committing the same innovation errors… but you corrected them first? Good news: There is much to correct.

More in research report, www.whatdrivesb2borganicgrowth.com

Awkward Reality #412

Closely examine B2B innovation malpractice, and you’ll see a pervasive disregard for customer needs.

412-Customer-Disregard

It’s ironic: B2B customers have the only vote on whether our new product is any good. B2B customers want us to innovate on their behalf. B2B customers are eminently qualified to guide us. Yet many suppliers all but ignore B2B customers when developing their product concepts. Today, this malpractice is global and pervasive in nature. We can do much better.

More in white paper, www.guessingatcustomerneeds.com