In new product development, keep your mind open to all customer needs before converging on your solutions. Your brain works better this way. It’s why we don’t “judge” ideas during brainstorming. It’s why you like digital photography better than film: You take as many shots as you like (diverge) and later pick the best (converge). When it comes to customer needs, take lots of shots so you can focus on the best later.
More in e-book, Reinventing VOC for B2B
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).