In B2B we can do even better than “understanding” customer needs. We can “model” them. Use customer interviews to understand customers’ key outcomes. But don’t stop there. Ask how they measure these outcomes… and how good is “good enough.” Then create a model so you can test how they’ll react to any product design you imagine.

More in article, How to model customer needs

We call our bosses “leaders” out of respect for their organizational position. But does this mean they all exhibit leadership? How many would pass this one-question pop quiz: What is the foremost duty of a business leader? What’s your answer? I believe the correct answer is: Leave your business stronger than you found it. Some ... Read More

Consider 3 phases of product development: front-end, development, and launch. You resolve technical risk in the development stage. Most companies resolve commercial risk during the launch stage. Big mistake. Nearly everything needed to resolve commercial B2B risk is knowable in the front-end.

More in white paper, Timing is Everything: Exposing Deep Flaws in B2B Innovation Today

I’ve seen many new-product teams foiled by organizational turmoil: A travel ban blocks customer meetings… Spending freezes delay critical work… A reorganization creates uncertainty until the “dust settles”… New initiatives overshadow their project… Key team members are given new assignments. Success requires persistent focus.

More in article, What’s Restraining Your Growth? Your Time Horizon

The key to successful B2B innovation and organic growth is understanding customer needs—their desired end results—better than competitors. There’s a science to this, with nine steps. It’s like turning up the magnification of your microscope on outcomes at ever-increasing levels. You should try it.

More in white paper, Timing is Everything: Exposing Deep Flaws in B2B Innovation Today

Developing B2B customer insight skills for this growth requires a commitment your competitors may be unwilling to make. Good. You need them to remain shortsighted. As you gain insights, you may enjoy a bonus: Customers are impressed with suppliers that listen to them… and often offer near-term adjacent opportunities.

More in white paper, Catch the Innovation Wave (page 15).

Most B2B companies don’t test market needs until they launch their products… to see if anyone buys them. Imagine using a medieval catapult aimed at customers: “You’ll love this next one.” Future companies will laugh at how we failed to understand B2B customer needs in the front end of innovation.

More in article, Why will future companies laugh at us?

Keep your process… but don’t expect a neat, linear progression for all projects. Product development is like preparing a fine meal: There’s a messy kitchen somewhere. Look at the unpredictable, messy paths of your own company’s earlier blockbuster products. You need nimble, open-minded teams to complete such journeys quickly.

More in e-book, Reinventing VOC for B2B

A market segment is a “cluster of customers with similar needs.” Most B2B companies fail to focus their resources on those segments that are winnable and worth winning. They don’t follow the #1 lesson of war: “concentration of force against weakness.” Instead, they spread their forces too timidly and evenly.

More in article, How’s Your Market Segmentation?

Should your employees learn customer insight skills from an external firm… or should you develop home-grown training? If the external firm has worked with many companies across many global industries, it will probably advance these methods faster and further than you can. Think of them as the golf club maker. The glory belongs to the golf pro… so focus on your practice time, coaching and desire as the pro… not in making clubs.

More in article, You Already Answered 4 Questions, but… Correctly?