How do you know if you’re accepting too much commercial risk in your new product development? You know if Joe answers, “Not sure. Guess we’ll find out next month when we launch it.” Future B2B innovators will think this is nuts. When you innovate for a B2B market, nearly everything needed to eliminate commercial risk is “knowable” in the front end of innovation, before development begins. That’s because your B2B customers have high knowledge, objectivity, interest and foresight (as explained in 2-minute video, Understand your B2B advantage.).
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