Keep your process… but don’t expect a neat, linear progression for all projects. Product development is like preparing a fine meal: There’s a messy kitchen somewhere. Look at the unpredictable, messy paths of your own company’s earlier blockbuster products. You need nimble, open-minded teams to complete such journeys quickly.
More in e-book, Reinventing VOC for B2B
That’s too bad, because customer insight—the first critical step to B2B innovation—can be learned like any other science. You examine customer outcomes (desired end-results) at nine levels. Just as a microscope’s magnification is increased, so each level reveals something new about each outcome. You should try it. Before your competitors.
More in white paper, Catch the Innovation Wave (page 8).