Awkward Realities - The AIM Institute Awkward Realities
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Awkward Reality #147

Got a new product hypothesis? Give it the “silent treatment” during customer interviews.

147 Silent Treatment

I love it when our clients have cool technology and clever ideas. But don’t mention these to customers during VOC interviews. From the customer’s perspective, the interview should look exactly the same whether or not you’ve got a great hypothesis. Give your hypothesis the silent treatment for now. Simply listen to the customer.

More in article, Give your Hypothesis the “Silent Treatment” (Originally published in B2B Organic Growth).

Awkward Reality #146

Strong innovation metrics should be insightful, predictive and actionable. Not missing.

146 Innovation Metrics

Strong intermediate (vs. ultimate) innovation metrics share these qualities: 1. Insightful: They help firms understand relationships between cause and effect. 2. Predictive: They measure behavior that will foretell ultimate success. 3. Actionable: Their short “feedback loop” allows rapid adjustments to be made. Are you using such metrics?

Read more in the article, 3 Problems with Innovation Metrics

(Originally published in B2B Organic Growth newsletter).

Awkward Reality #145

The most overlooked innovation practice? Understanding customers’ alternatives.

145 3 Door Options

Sure, the most important practice is understanding customer needs. But most overlooked? Few suppliers ask customers 1) for the most important, unsatisfied outcomes, 2) what test methods measure these outcomes, and 3) how satisfied customers are by various test results. Without these questions, you cannot properly assess competing alternatives.

More in article, Four Steps Needed for New Product Differentiation (Originally published in B2B Organic Growth newsletter).

Awkward Reality #144

Consider an important—if awkward—question to ask new-product project teams.

144 Time Spent Talking

If any process in your company should be customer-driven, it should be the one developing products for customers, right? So try this at your next review: Ask team members how many hours they spent talking to customers… and how many hours working internally. You may be surprised at how little time was spent understanding customer needs.

More in article, Should Your Stage-Gate® Get a No-Go?

Awkward Reality #143

Awkward Reality #142

You probably have great “improvement potential” in 3 of 4 value propositions steps.

142 Potential

Consider four steps: 1. Understand value, learning which important outcomes customer lack. 2. Quantify value, estimating the potential value beyond customers’ next best alternative. 3. Build value, by developing a new offering. 4. Communicate value, with a dynamic launch. Most companies can get much better at steps 1, 2, and 4.

More in article, Three Steps to Unbeatable Value Propositions (Originally published in B2B Organic Growth newsletter).

Awkward Reality #141

Stop hitting the reset button. Start building capabilities for the long-term.

141 Reset Button

Business leaders focused on the short term are just showing up. They compete for market share this year, hit the reset button, and repeat the process next year. No serious, long-term capability-building. Count yourself fortunate if you compete against such companies. They’re easy to beat with the right time horizon.

More in article, Build Growth Muscles at Your Company (Originally published in B2B Organic Growth Newsletter).

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