I’m still looking for a B2B industry that does not suffer from supplier-centric innovation.

It would seem obvious that new product development should be focused on those who will pay for these products: customers. It would seem. Yet B2B suppliers routinely pursue their own ideas, concepts and hypotheses, paying too little attention too late to market needs. True customer-centric innovation is a completely different mindset.

More in article, Is Your Innovation Supplier-Centric… or Customer-Centric? (Originally published in B2B Organic Growth newsletter).

Don’t rely on “hired guns” to understand B2B customer needs.

Professional interviewers can be helpful at times… but ultimately, customer insight skills are a competitive edge your company should own. Your B2B customers want to talk to the people who will innovate on their behalf… not some note-taking middle-men. And there’s nothing quite like hearing new customer insights first-hand, is there?

More in e-book, Reinventing VOC for B2B (page 23).