How about knowing their response before they see it? B2B customers are so knowledgeable that you can model their behavior based on what you learn in customer interviews. Prototypes are still worthwhile—for refinement and engagement. But they’re far too expensive and time-consuming if you do them before conducting insightful B2B customer interviews.
More in article, How to model customer needs
Neither will customers pay you for a product they don’t need. I call this new-product failure mode, “Nice shot, wrong target.” It is far too common. Most customers really do have something “broken” that needs fixed. Figure out what this is before you design your next new product, and they’ll pay you handsomely.
More in New Product Blueprinting article, Are You Maximizing Your Profits?
Some products deliver enormous profits for decades, carrying whole businesses and careers on their sturdy shoulders. And then there are the tired, the poor, the huddled masses of wretched new products you wish were on your competitors’ teeming shores. You’ll find the blockbusters always satisfy six conditions. (See link below for details.)
More in article, Are You Maximizing Your Profits?
One is throwing more money at R&D in a Soviet-style arms race. Another is exhorting the troops to do better. An all-time favorite is asking tough project-review questions… but not training teams in the skills needed to find the answers. What if all your teams had the highest possible skills in understanding customer needs? Might this work better?
More in article, Do You Really Interview Customers?
Ever watch stage-gate reviews or entire workshops wrestling with The Value Proposition? It’s not pretty. In my experience, good B2B customer interviews yield potential value propositions like so many ripe apples falling from a tree. You just need to pick which to pursue. If you have to dream them up, you’re climbing the wrong tree.
More in article, Three Steps to Unbeatable Value Propositions (Originally published in B2B Organic Growth newsletter).