Imagine you’re planning to build a new home: Your architect sees you for half an hour, spends the first 15 minutes talking about sports, and then shows you pictures of other houses he designed. Later, when the house fails to please you, he dismisses it saying, “Well that buyer just didn’t know what he wanted.” Ever treat customers this way?
More in white paper, Guessing at Customer Needs
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, B2B Customer Needs: Predict the customer’s experience with modeling
Imagine you’re planning to build a new home: Your architect sees you for half an hour, spends the first 15 minutes talking about sports, and then shows you pictures of other houses he designed. Later, when the house fails to please you, he dismisses it saying, “Well that buyer just didn’t know what he wanted.” Ever treat customers this way?
More in article, What is New Product Blueprinting?