When you consider B2B vs B2C, which market profession has greater advantages? Business schools offer more B2C courses, consumer research tools abound, and sophisticated marketers at B2C companies like Apple and P&G are held in high esteem. B2B marketers are often engineers or sales reps that were tapped on the shoulder and told to “do ... Read More

When it comes to B2B customer insight, a face-to-face customer interview offers significant advantages. Some think they’ll learn all they need to know from their sales force… but there’s a big difference between customer-reactive meetings and market-proactive interviews. ... Read More

While VOC is extremely important, the most overlooked practice in B2B product development today is competitive benchmarking. This should be done in the front-end of innovation using 4 steps: 1) Identify outcomes to benchmark, 2) Identify customers’ alternatives, 3) Identify test methods, and 4) Identify benchmark levels (how good is good enough?) ... Read More

What’s the definition of “ideation?” The meaning of “ideation?” As Voltaire reminded us, “If you want to converse with me, define your terms.” So, what is “ideation”? Ideation Definition According to Merriam-Webster, it’s “the act of forming or entertaining ideas.” However, as a definition within the larger new product development process, that’s not overly helpful.  ... Read More

For over 30 years, companies have used the Vitality Index. But this metric has shortcomings addressed by two new metrics from The AIM Institute: 1) The Growth Driver Index (GDI) measures how you are building your growth capabilities. 2) The Commercial Confidence Index (CCI) assesses your commercial risk on new product development. ... Read More

Voice of the Customer projects often stumble right out of the gate. Why is this? More often than not, projects begin with optimism and energy. But all too often, somewhere in the middle, they tend to lose momentum altogether. And once the enthusiasm begins to fade, it’s challenging to recapture the magic. But why does ... Read More

B2B innovation leadership is more than stoplight charts and cost-cutting. To make a real difference a B2b leader will usher in a new era of customer-driven growth. It takes patience, courage, and a commitment to finding the best people and processes. Follow these 10 best practices to lead innovation and change for B2B organic growth. ... Read More