When most companies ask themselves three “timing questions,” they realize their innovation is terribly supplier-centric. This will change, especially for leading B2B companies. Instead of resolving commercial risk in the product launch phase—when they become certain of success or failure—they’ll build a “Certainty Time Machine” to resolve this risk before they begin product development. They will use B2B-optimized divergent and convergent voice-of-the-customer methods for much of this work.
Tired of testing market needs by launching products at customers? Fed up with squandering R&D resources on products customers might want? It may be “time” to download the white paper, Timing is Everything.