Video Episode #12

Stop leading with your solutions

12-Stop-leading-with-your-solutions
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Most B2B companies don’t test market needs until they launch their products… to see if anyone buys them. Imagine using a medieval catapult aimed at customers: “You’ll love this next one.” Future companies will laugh at how we failed to understand B2B customer needs in the front end of innovation.

More in article, Why will future companies laugh at us?

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