One of our best innovations started as an experiment. In 2004 I projected my notes during a customer interview. The customer loved it, the meeting went far longer than expected, and we haven’t looked back since. Sure, customers can correct your notes this way, but our biggest discovery was that customers own what they create and can see.
Read more in the article, The Best Customer Interviews Use a Digital Projector (Originally published in B2B Organic Growth newsletter).