Prepare for a whole new way of thinking.
You’ll find our highest concentration of industry-changing ideas in these white papers. Each is built on insights gained from years of working with top B2B firms. You can “move minds” in your organization with these white papers, because the ideas in them are fresh, convincing and memorable.
Everyday VOC (EVOC)
Your sales and technical support reps are making hundreds of customer calls annually. But are all customer needs uncovered, explored, and...
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Commercialize Technology
Does your company develop exciting new technology… and struggle to commercialize it? Follow these six steps, to 1) rapidly identify the...
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B2B vs B2C
Here’s the B2B vs B2C paradox: B2C marketers get most of the glory, but B2B marketers have much more potential to understand c...
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Market Satisfaction Gaps
With one simple change you can breathe new life into your new product success rate and organic growth. This “fix” only works if your ...
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Virtual VOC (VVOC)
If you’re not interviewing your B2B customers via web-conferencing, it’s time to reconsider. While in-person interviews are still the...
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New Innovation Metrics
For more than three decades companies have relied on the vitality index–% of sales from new products. While helpful, this innovatio...
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Guessing at Customer Needs
Five out of six B2B product development teams are betting on the wrong product designs–essentially guessing at B2B customer needs&#...
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Design Thinking for B2B
Should you apply design thinking to your B2B new product development? Absolutely! This type of user-centered design is badly needed by mo...
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Catch the Innovation Wave… with the New Science of B2B Customer Insight
In the past, companies used the Quality and Productivity Waves for competitive advantage. But today quality and efficiency improvements j...
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Timing is Everything: Exposing Deep Flaws in B2B Innovation Today
When most companies ask themselves three “timing questions,” they realize their B2B innovation is terribly supplier-centric. This wil...
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Innovating in Unfamiliar Markets: How to De-risk Transformational Projects
When you try to bring innovation to a market that’s new to you… do you face high risks? You don’t have to. You face uncertainty, bu...
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B2B Lean Startup: Expanding the Build-Measure-Learn Cycle
“Build-measure-learn” is the core process of the Lean Startup cycle. It can help large corporations become more nimble and ...
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