This mantra guides the decisions of the business masses. But is it right? Peter Drucker didn’t think so. He said the primary purpose of a business is to acquire and keep customers. I believe increased shareholder value is a good result, but a lousy goal. You’ll have better results if your goal becomes: “Understand and meet the needs of our customers.”
More in article, Why Maximizing Shareholder Value is a Flawed Goal
Research shows the best way to sell a product is to probe customers’ needs. But why wait until the product is developed? If you probe beforehand, you’ll create a better product and “pre-sell” your product. This isn’t practical for interviewing millions of B2C toothpaste buyers, but it is for concentrated B2B markets. B2B engagement skills aren’t difficult. Do you have them?
More in newsletter, How to Grow in a Stagnant Economy (Nov-Dec, 2008)
Some companies rely on a handful of internal VOC (voice-of-customer) experts to interview customers. You’ll do far better if you train a critical mass of employees—who routinely interact with customers anyway—to gather customer needs. Keep your VOC experts as coaches and trainers, but implement “VOC for the masses.”
More in executive briefing, Seven Mistakes that Stunt Organic Growth
About 100 books on innovation are now written weekly… and 100 times as many articles on innovation are now published as in the 1970’s. So if you haven’t noticed, you may not be paying enough attention. You know… like General Motors wasn’t paying attention to Toyota and the Quality Wave in the 1970’s.
More in white paper, Catch the Innovation Wave (page 2)
Think you can validate your new product concept with customers and avoid confirmation bias? In your last performance review, did you disagree with your boss’s praise more than his criticism? If not, you may not have mastered confirmation bias quite yet. So stop leading the witness in interviews. Let them lead you to what really matters… to them.
More in newsletter, Give your Hypothesis the “Silent Treatment” (Nov-Dec, 2014)
When you can count on this kind of growth, everything gets better. Employees have stable, rewarding careers… industry-watchers admire your company… investors give you a free reign. And this irritates competitors. You have but one path to this growth: innovation that benefits your customers. How intense is your focus here? Greater than competitors’?
More in white paper, Catch the Innovation Wave (page 2)
It may be OK for consumer goods producers to guess their customers’ needs. After all, their product developers are end-consumers themselves. But your B2B customers know so much more than you about their needs. Isn’t it silly to guess their needs, when they’d love to tell you… if you asked the right way?
More in e-book, Reinventing VOC for B2B (page 1)