Donald Rumsfeld described “unknown unknowns,” but B2B innovators, marketers and new product developers should also consider the dangers of untrue beliefs. It’s quite destructive when we build business cases, draft risk assessments, and plan projects on the basis of something that simply isn’t true. ... Read More

Some would say that investments in Voice of the Customer are “too expensive and time consuming.” After all, does it really make sense for employees to spend time on VoC projects? For them to be on the road, interviewing customers? Instead, shouldn’t they be doing things that “drive sales?” Like working more shows? Assisting sales ... Read More

What is a “fast follower?” What’s a fast follower definition? Well, consider this: Bigfoot and the fast follower strategy have much in common. Namely, they’re both myths. Bigfoot, of course, is that Chewbacca-like beast that supposedly has roamed North America for thousands of years. And he (or she?) surely must be real because of all ... Read More

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, 2) invest in B2B training, and 3) increase customer engagement. 1. Cut ... Read More

Learn how to determine new product pricing for B2B markets. Plus… 4 added benefits of using a value calculator: 1) Increase customer awareness of value. 2) Build customer confidence. 3) Increase your understanding of customers’ world. 4) Boost customer “internal selling.” ... Read More

A large, unexpected revenue upturn this quarter is good news, right? It certainly feels good, but the satisfaction is fleeting. What you really need is growth that is unrelenting, earned and reliable. When business executives don’t understand the nature of “good” B2B organic growth, they risk three pitfalls. B2B Organic Growth Pitfalls Pitfall 1. “Let’s ... Read More

What is the value proposition of a product? The Value Proposition of a product is a formal statement describing the competitive advantage of a new product for a given market segment. Though many examples exist, the jobs-to-be-done methodology provides a precise template upon which to build a clear, concise, unambiguous statement. It tells WHAT we’re ... Read More