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Don’t Confuse Concept Testing With VoC

Concept testing vs VoC

If we bring a prototype to a customer, this is “concept testing.” Something different from voice of the customer research.  But when definitions are not understood, these become conflated and we fool ourselves into believing that we’re more customer-centric than we really are. This confusion results from how innovation and new product processes have evolved. ... Read More

6 Maturity Levels for B2B Market-Facing Innovation

6 Maturity levels for B2B market-facing innovation

What’s the key to accelerating your B2B business’s organic growth? The research is clear: Superior customer insight drives stronger new product value propositions… which in turn boosts organic growth. Now you can use this new Innovation Maturity Level chart to assess your current level… and plan your ascent all the way to Level 6. The ... Read More

Disrupt Low Margins with Consumption Jobs

Competing in Declining Markets

The “consumption job” may be the most important concept that you’ve never heard of. Consider this. 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, topsoil. Our superior product dreams are trampled under the heavy feet of commoditization. Wouldn’t ... Read More