Article

Pricing New vs. Existing Products

Pricing New vs. Existing Products2

It's much easier to gather the data you need for pricing a new product, because customers want you to understand enough to deliver value to them. Unlike B2C, B2B providers should try to understand customers’ pricing decision-making instead of asking for pricing decisions (via surveys). ... Read More

Article

The Power of Customer Tours

In the early 1980s, Eugene Goodson was the head of Johnson Controls’ automotive seating group, when a Japanese competitor requested a plant tour. The Japanese visitors spent less than one hour in the plant and took no notes. Harmless, right? Years later Goodson and his team were able to read the tour report and were ... Read More

Article

Leaping Up the Innovation Ladder

Leaping Up the Innovation Ladder

Leaping Up the Innovation Ladder: The Six Levels of Customer Engagement—and Why Scaling It Will Boost Your Bottom Line What kind of innovator is your company? A “Conference Roomer”? An “Expert Asker”? Or something else entirely? According to Dan Adams, the most effective (and richest) companies directly engage the customer in their innovation efforts. Cuyahoga ... Read More

Article

The Domino’s Theory

The Dominos Theory

The Domino’s Theory: What Your Company Can Learn from the Customer-Driven “Pizza Turnaround” When the pizza giant asked consumers to tell the truth, it ended up back at the proverbial drawing board. (Or should that be cutting board?) New product development guru Dan Adams says there’s a lesson in this story for all of us—and ... Read More

Article

How to Grow in a Stagnant Economy

Warren Buffet once observed, “Only when the tide goes out do you discover who’s been swimming naked.” If you’re a business leader worried about your “exposure” in troubled times, consider three tools to put in your economic survival kit. 1. Cut the Waste We’re not talking about reusing paper clips. We’re talking about reinventing the ... Read More