Awkward Reality #218

B2B Customer needs: From “guessing”… to “understanding”… to “modeling”.

218-Model-Customer-Needs

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

Episode #14

Awkward Reality #217

Episode #13

Awkward Reality #216

Episode #12

Awkward Reality #215

Episode #11

Awkward Reality #214

Are you the golf club maker or the golf pro?

214-Golf-Clubs

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?