The Science behind B2B Value Propositions

B2B Value Propositions - voice of customer interviews - 10-Pricing-Window

The strongest value propositions examine key customer outcomes at 9 levels (the essence of New Product Blueprinting): 1) Uncover outcomes, 2) understand importance, 3) define & set direction, 4) prioritize outcomes, 5) learn how to measure, 6) identify satisfaction levels, 7) measure next best alternatives, 8) quantify value created, and 9) quantify value captured. ... Read More

Faster Product Development

Develop New Products Faster

Leaders can speed up product development by putting their foot on three “pedals”… resources, communication and accountability. And teams also have three pedals to push: market knowledge for NPD accuracy, risk management, and communication. ... Read More

Better B2B Customer Recruiting for Market Research

9 Best Practices for Recruiting Customers

Consider these best practices for recruiting customers for interviews: 1) Value representativeness over sample size. 2) Include respondents along the value chain. 3) Recruit some respondents with internal resources. 4) Use outside recruiting if you get stuck. 5) Get the sales team on board. 6) Use a script for recruiting calls. 7) Email an agenda. 8) Send respondent to 9) Start with a big list. ... Read More

Outpace your B2B Market with Earned Growth

Better get used to mediocre growth

Unless you deal with two growth problems, you'd better get used to mediocre organic growth: 1) You only “earned” a small part of your growth today; the rest is “inherited” and “market” growth. 2) If you and your competitors are all planning to growth faster than the market you serve, someone will be disappointed. ... Read More

Reduce Bias in Voice of the Customer: Let’s Give your Hypothesis the “Silent Treatment”

Give Your Hypothesis the Silent Treatment

The “old way” of interviewing was to “validate” your idea with customers… but this leads to confirmation bias. With the “new way,” you focus on their needs and gain 5 benefits… 1) add new outcomes to your design, 2) eliminate costs for unimportant outcomes, 3) learn why they want outcomes (for better pricing), 4) engage them more, and 5) move faster. ... Read More