A model is a simplified reflection of reality… a stand-in for what will happen. Maps, recipes and budgets are all models. What if you could model customer needs, creating a map to guide your new-product design targets? You can if you start with proper B2B quantitative interviews, as described in this 2-minute video: Benchmark Competing Alternatives. Someday innovators will wonder why we guessed at B2B customer needs when we could have created these detailed maps to guide us… and eliminate most new product development commercial risk.
More in article, Predict the customer’s experience with modeling
I suspect you’d rather look at a map first, and then start your journey. So why do many B2B companies develop a new product and then show it to customers? With intelligent B2B voice-of-customer interviews (see e-book, Reinventing VOC for B2B), your customers are drawing a map for you: “Yes, go here and work on this outcome. No, that outcome isn’t important so don’t bother.” Granted, it’s more “daring” to ignore a map. But if you want to get to the right destination as quickly and efficiently as possible, it’s better to talk to your cartographers first.
See 2-minute video, Stop leading with your solutions