Beware incrementalism… and understand the “risk paradox.”

If you manage one new-product project, it seems less risky to develop a “me-too.” But if you manage a business brimming with “me-too” and incremental new products, you’ll slide into commoditization with its death spiral. Very risky. So make sure your portfolio has enough products that will deliver significant value to your customers.

Read more in this free white paper, Innovating in Unfamiliar Markets (page 3).

Why take a “leap of faith” when you could take a leap of confidence—more quickly and cheaply?

Lean Startup methodology refers to “Leap of Faith Assumptions,” and recommends testing assumptions with customers at the first opportunity. For B2B, this “first opportunity” to learn comes before a prototype is created… through VOC interviews to mine the foresight of knowledgeable customers. Don’t miss this B2B adjustment to Lean Startup.

Read more in this white paper, Lean Startup for B2B (page 6).

Got cool technology? Great. Just test it silently with customers.

Avoid “technology push.” But should you just leave your technology quivering on the lab bench? Hardly. Conduct customer interviews without mentioning your technology. If customer outcomes match your technology… wonderful! Otherwise, look for different technology (for this market), or look for another market (for this technology).

More in article, Should You Develop New Products like Steve Jobs? (Originally published in B2B Organic Growth newsletter).

It’s hard to create differentiated products if you don’t behave differently.

Companies that want differentiated products often behave the same as competitors. They can’t say, “Our R&D staff is 20% smarter than competitors’, so our products usually win.” But they could win by understanding customer needs better than competitors… letting them “aim” their R&D brainpower much better. Be different to differentiate.

More in article, Do You Really Interview Customers?

An unbreakable link exists between customer outcomes and your organic growth.

Here’s the logic: You want profitable, sustainable growth. The only way to achieve this growth is through customer value creation. And all value creation comes from improving important, unmet customer outcomes. So, the better you understand customer outcomes, the better your growth can be. Are you doing this better than competitors?

More in white paper, Catch the Innovation Wave (page 9).