AIM Archives - Tag: customer-centric

Even our language exposes our supplier-centric innovation thinking.

174 What is New 1

When you say you want to pursue a “new market,” do you mean the market is truly embryonic? Or is this just a new market for you? If so, it’s better to call the latter an “unfamiliar market.” The customers were already there. It’s you—not the market—that’s new. This is just one example of supplier-centric thinking that permeates B2B innovation. Customer-centric thinking will take you much further.

More in white paper, Innovating in Unfamiliar Markets (page 2).

I get nervous when I hear the words “validate” and “hypothesis” in the same sentence.

170 Validation 1

It’s usually a sign the new-product team has a supplier-centric mindset, not a customer-centric one. Validating hypotheses is converging around a supplier solution… which should occur after diverging around customer needs. It’s important to get the sequence right. Look around and study Problem Solving 101: Divergent thinking nearly always precedes convergent thinking.

More in article, Reduce Bias in Voice of the Customer

I’m still looking for a B2B industry that does not suffer from supplier-centric innovation.

165 Supplier centric

It would seem obvious that new product development should be focused on those who will pay for these products: customers. It would seem. Yet B2B suppliers routinely pursue their own ideas, concepts and hypotheses, paying too little attention too late to market needs. True customer-centric innovation is a completely different mindset.

More in article, Is Your Innovation Supplier-Centric… or Customer-Centric?