AIM Archives - Tag: customer

Think about the customer’s job to be done, not your product to be sold

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Your front-end-of-innovation should center on a specific customer job to be accomplished. Focusing on your product concept is far too limiting. Let’s say your business makes some physical article. By focusing on the customer’s job, you might conceive a different product, service, or even a completely new business model.

More in Leader’s Guide Videos Lesson 13, Immerse in customer outcomes

An important question is, “How’s that been working for you?”

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Your market is growing at 3% and your operating plan says you’ll grow faster than this next year. Of course, your competitors have similar plans… meaning everyone plans to grow faster than the market served. As TV psychologist Dr. Phil would say, “How’s that been working for you?” Could it be time for a different approach… e.g. understanding customer needs far better than competitors?

More in Leader’s Guide Videos Lesson 1, Recognize your growth challenge

B2B Customer needs: From “guessing”… to “understanding”… to “modeling”.

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In B2B we can do even better than “understanding” customer needs. We can “model” them. Use customer interviews to understand customers’ key outcomes. But don’t stop there. Ask how they measure these outcomes… and how good is “good enough.” Then create a model so you can test how they’ll react to any product design you imagine.

More in article, How to model customer needs

Are you the golf club maker or the golf pro?

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Should your employees learn customer insight skills from an external firm… or should you develop home-grown training? If the external firm has worked with many companies across many global industries, it will probably advance these methods faster and further than you can. Think of them as the golf club maker. The glory belongs to the golf pro… so focus on your practice time, coaching and desire as the pro… not in making clubs.

More in article, You Already Answered 4 Questions, but… Correctly?

The growth you earned may be less than you think.

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“Market Growth” is the tide that lifts all boats… your reward for being just average. “Inherited Growth” comes from great products developed long ago. These are the gifts that keep giving… until they don’t (when you’ve been commoditized). The only one you control is “Earned Growth,” when you understand and meet customer needs better than anyone else.

More in article, Better get used to mediocre growth

Future B2B companies will have a good laugh at our expense.

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We now chuckle at how sales people used to rely on ABC (Always Be Closing) and manufacturers relied on end-of-line inspectors (vs. statistical quality control). But those will pale compared to the way today’s B2B companies test markets: by launching fully-developed products at their customers. When they could have learned customer needs first with some simple interviews. Funny stuff.

More in article, Why will future companies laugh at us?

Delay the urge to converge in product development.

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The human brain likes to diverge first (look at all these deserts), and then converge (the chocolate lava cake, please). We shortcut this highly-effective approach when we begin by asking customers if they like our idea, hypothesis, or prototype. First, diverge with an open-minded exploration of all customer needs in B2B-optimized, voice-of-customer interviews. When you converge in a later round of interviews, do so quantitatively, so your confirmation bias doesn’t kick in.

More in e-book, Leader’s Guide to B2B Organic Growth (Lesson 16).