Here’s the “B2B Advantage”: Your customers can offer more insight than end-consumers due to their knowledge, interest, objectivity and foresight. But if your company uses hand-me-down consumer goods voice-of-customer methods, you’ve ignored your own advantage. Your competitors may not.

More in white paper, Catch the Innovation Wave (page 7).

Imagine your business stopped innovating, your profits declined, and it is now budgeting time. To salvage next year, you’ll likely cut long-term costs, e.g. R&D or marketing, further reducing your ability to create high-value products. Next year, you’ll have even fewer options. This results in death or irrelevancy. If you’ve started this spiral, pull out quickly.

More in article, The Commodity Death Spiral (Originally published in B2B Organic Growth Newsletter).

Most financial business reviews are like standing around the output die, exhorting the extruder to do better. But nobody’s checking the feed hopper. It looks like an intelligent meeting, discussing gross margins, price increases and growth rates. But these were predetermined years earlier, largely by your new products, what you put into the feed hopper.

More in article, Are You a Builder or a Decorator?

Lean Startup is a powerful approach for quickly testing assumptions and minimum viable products. But B2B customers can articulate their needs in amazing detail—if you know how to ask. If you start with your ideas, instead of diverging to all customer outcomes, you may be converging prematurely and limiting your possibilities.

More in white paper, Lean Startup for B2B (page 2).

Most B2B suppliers work too hard during interviews: Would you like this?… How about this?… Would this help? Better to probe a customer problem or desire to full comprehension, and then simply ask “What else?” This allows them to lead you to whatever they think is important. This is a customer-led interview. You should try it.

More in e-book, Reinventing VOC for B2B (page 11).

Great value propositions begin and end with customer outcomes. It’s like collecting specimens, sliding them under your microscope, and continuing to turn up the magnification. The careful researcher doesn’t have to agonize over the right value proposition. It comes into increasing focus, waving its arms and screaming to be addressed.

More in white paper, Timing is Everything (page 9).

Imagine a team spent $50,000 traveling to interview customers about their needs. What would it take to recover this front-end investment? Typically, just one of these… Improve probability of success by 1%, increase market share by ½ share point, accelerate time-to-market by one month, or raise pricing by 0.5%. Buy new headlights and speed up.

More in article, The Harsh Realities of Organic Growth (Originally published in B2B Organic Growth Newsletter).