AIM Archives - Tag: R&D

In true customer-centered B2B innovation, you’re actually not developing your new product.

177 New Product

You’re developing your customer’s new product. It’s like this: “Mr. Customer, we’ve assembled a team aimed at developing something you’ll love. As you can see, we even brought a lead R&D person with us to listen to you. So can you tell us everything you think we should know before we going into our labs? We want to get this right so the innovation makes you a hero at work.”

More in article, Is Your Innovation Supplier-Centric… or Customer-Centric?

Skip quantitative interviews if you’ve got extra R&D resources to squander.

148 Wasted Resources

After qualitative interviews, seek customer ratings on key outcomes: “How important is abrasion resistance on a 1-10 scale? And how satisfied are you today with abrasion resistance on a 1-10 scale?” This lets you converge with confidence on only those outcomes customers care about… those with Market Satisfaction Gaps over 30% (important and unsatisfied).

More in white paper, Catch the Innovation Wave (page 11).

It’s hard to create differentiated products if you don’t behave differently.

108 Be Different

Companies that want differentiated products often behave the same as competitors. They can’t say, “Our R&D staff is 20% smarter than competitors’, so our products usually win.” But they could win by understanding customer needs better than competitors… letting them “aim” their R&D brainpower much better. Be different to differentiate.

More in article, Do You Really Interview Customers?

Don’t count on your R&D people being brighter than competitors’.

24-Research-and-Development

Will you win because your R&D people are 20% smarter than the competition’s? If that logic sounds shaky, here’s a suggestion: What if your R&D worked only on problems customers truly cared about… while competitors kept guessing what to work on? Would that be a competitive advantage? This is easier than you think… but maybe you’d rather try to hire geniuses.

More in white paper, Catch the Innovation Wave (page 4)