Five ways to generate excitement for new initiatives
Whether you’re selling a new video game or a new approach to product development, your challenge is to get the buyers to come to you already wanting the goods. You can apply the classic techniques of pull marketing, or creating demand for whatever you’re selling, to bring reluctant participants to you already eager for change. Learn how five ideas from the marketing world can help drive sustained change at your organization.
Three Ways to Change Your Conversation Around Innovation
Will your company be transformed right out of business, or will you bust out of the constraints of today and allow your team to envision the crazy ideas that will become the “of course” products of the future?
The future of innovation belongs to those who can dream in their customers’ worlds
You can check all the usual boxes—great execution, solid management, well-integrated teams, stellar new product development processes. Yet if you can’t see what’s coming in three, five, or ten years, you not only risk losing market share but also suffering the complete disintegration of your company, your industry, and your business model.
Understanding the zeitgeist of product development (and the electorate)
bySheila Mello and Wayne Mackey
Conducting a survey before understanding the requirements—and without an image of what it is like to be the voter—gets the flawed results we saw in this year’s polls. Diving deeply into the populace enables far more accurate predictions.
Five essentials to have in place before you launch a co-creation effort
Like most companies, you’ve probably put customers at the center of your design and development efforts with initiatives such as customer-centric product definition, a focus on customer value, and a well-honed voice-of-the-customer program. But have you thought about taking customer-centricity to its next stage: co-creation, or direct customer involvement in the product design process?
It’s no longer headline news that emotion plays a role in decision making, even in business. How can you take advantage of this fact to help people in your organization understand customers at a deep, intuitive level?
Applying a lesson from the book “Switch” to product definition
A couple of ideas from the Heath brothers' book "Switch" have implications for product definition and development. In particular, if you want to change the way your company gathers voice of the customer (VOC) data, you often encounter resistance—reluctance to change—among peers and managers. Here's how to combat that resistance.
Three essential questions to answer before you dive into VOC
Just as your house sale may fall flat if you don’t replace the ratty carpet before showing it to prospective buyers, or you risk pulling a hamstring if you take off at a sprint before warming up, you can sabotage your VOC success if you don’t do at least a little preparation. Once you can answer three fairly straightforward questions about your market, the customer data you collect will become much more useful for product definition.