Awkward Reality #183

Will B2B-optimized customer interviews impact your company’s organic growth?

183-Growth-Rate

We asked this question of new-product teams that had conducted a total of 875 B2B-optimized customer interviews. 96% said these interviews would have a moderate, significant or great impact on their company’s organic growth rate. Only 4% said the impact would be “slight.” About the same amount also felt such interviews would positively impact their company’s culture.

More in white paper, Guessing at Customer Needs (page 10).

Episode #1

Article

How Leaders Can Accelerate New-Product Innovation

How-B2B-Business-Leaders-Can-Accelerate-New-Product-Growth-16x9

Imagine a project that leads to new product sales of $5 million per year, with average profit margins. What’s the net present value of launching this product just one month earlier? $80,000! That’s $4000 per business day. Think we could use a little more “innovation urgency”? Consider three ways business leaders can accelerate projects… First, ... Read More

Awkward Reality #182

If you are innovating, your price should only be determined by the customer value you create.

182-Price-and-Value

Many B2B suppliers consider competitive pricing as they plan new-product pricing. Or worse, cost-plus pricing. Both are irrelevant if you deliver real value to customers… not a “me-too” product. Competitive pricing just helps you judge initial customer reaction, and cost-plus just sets the pricing floor. Neither tells you what customers will pay. For that, you need customer-value pricing.

More in article, Is Your Innovation Supplier-Centric… or Customer-Centric?

Article

5 Sins of Finance that Stall Growth

NPV for Innovation

Finance is the calculus of growth. Engineers, product managers, and CEOs are all guided by financial metrics to lead the business to fulfill its purpose: sustainable, profitable growth. Meanwhile, the outside world uses finance to estimate firm value and potential. Perhaps due to the breadth of stakeholders, it’s easy for a company to slip into ... Read More

Awkward Reality #181

Awkward Reality #180

Article

Disrupt Low Margins with Consumption Jobs

Competing in Declining Markets

We are all unique, or we think we are, with this problem: our products are becoming more and more like commodities. You know, gasoline, steel, top soil. Our superior product dreams are trampled by the heavy feet of commoditization. Wouldn’t it be so much more fun to tout the amazing technical wizardry in the annual ... Read More

Awkward Reality #179

Awkward Reality #178