Confirmation bias is seeking and interpreting data in a manner that supports our pre-conceived notions. Most innovation processes treat confirmation bias with apathy, when the proper response is dread. You increase your exposure to confirmation bias when you 1) start projects with your solutions, not customers’ outcomes, 2) ask customers to “validate” your ideas, 3) fail to identify and test all assumptions, and 4) skip quantitative customer interviews.
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Jeff Bezos believes this is a more important question than “What’s going to change in the next 10 years?” In the world of new product development, we find that customer outcomes—desired end results—tend to be more stable over time than supplier solutions. So instead of validating your solutions during customer interviews, seek to uncover and understand the most important, unmet customer outcomes. Then pursue these stable targets with your solutions.
More in video, New Product Blueprinting—the Future of B2B Innovation
Understand customer outcomes thoroughly before entering solution space. The drill bit is the supplier solution; the hole is the customer outcome. For every job, there are scores of outcomes your product could deliver… how fast the hole is drilled, how accurately, how easily centered, how much mess is created, etc. Outcome insight leads to solution brilliance.
More in article, The Inputs to Innovation for B2B