Innovation isn’t about randomly tossing new products into the marketplace and seeing what sticks. Nor is it about creating products you personally love and hoping they find an audience.
“‘If you build it, they will come’ may have worked for Steve Jobs, but it’s not likely to work for you,” says Dan Adams, president of Advanced Industrial Marketing and author of a new book, Reinventing VOC for B2B: 12 New Rules for New Product Blueprinting. “More to the point, you can’t afford to waste your time, energy and money on hopeful guessing.”
The key—especially for business-to-business companies—is to first understand market needs and then develop solutions to meet them. Here are five steps in the ask-before-you-innovate process:
1. First, get employees excited about the future. What do your employees think your company’s purpose is? To get full engagement from employees, you need to teach them a new mantra: “The goal of our business...(register to read more)