Interview B2B customers in a way that allows—even invites—surprise.

We’ve coached hundreds of B2B new product teams and here’s the awkward reality: When teams begin using advanced methods to interview customers, they are usually surprised by what customers want. This means the teams had been planning on developing a product that interested them, not customers. This is a sobering experience. Have you had it yet?

More in article, The Cost Cutter’s Guide to Growth (Originally published in B2B Organic Growth Newsletter)

Dan Adams

Founder & President of The AIM Institute

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