Launching products at customers is an incredibly inefficient approach to B2B customer insight.

Many companies develop and lob new products at their B2B customers without first exploring their needs. There may be less efficient ways to understand customer needs than waiting to see if they buy your product… but I truly don’t know what they would be. Years from now, companies will be amazed that our innovation methods were so supplier-centric and inefficient.

More in white paper, Timing is Everything (page 5).

When it comes to commercial risk, you should build a Certainty Time Machine.

Consider three product development stages: front-end, development and launch. Most projects reach commercial certainty in the launch phase, as sales are monitored. But you can move this certainty to the front-end. Nearly all commercial uncertainty can be eliminated before development using the science of B2B customer insight.

More in white paper, Timing is Everything (page 6).

Your R&D is probably the biggest resource sinkhole in the company.

Where else do you invest tens of millions of dollars in personnel, so that many can work diligently on answers to the wrong questions? If your firm is like most, one-half of your product development resources are working on projects that will be cancelled or fail to yield an adequate return. You can stop this innovation malpractice with the science of B2B customer insight.

More in white paper, Catch the Innovation Wave (page 5).