When it comes to B2B customer needs, uncertainty exists in suppliers’ minds, not customers’.

Many ventures try to create new products or services under conditions of market uncertainty. This is a huge challenge for B2C. But uncertainty does not exist in the minds of most B2B customers… who have great knowledge, interest, objectivity and foresight. If you know how to access this, your supplier uncertainty will plummet.

More in white paper, Lean Startup for B2B (page 12).

The more uncertain a new-product project, the better.

With a high-certainty product project, you can accurately predict your financial profits. With an uncertain project, you face significant potential downside and upside profits. In B2B markets, you can understand the downside very early. You’ll kill the project cheaply if the downside cannot be eliminated. And reap big upside profits if it can.

You can methodically strip away uncertainty and de-risk your projects. This is done through a four-step process that combines Discovery-Driven Planning with New Product Blueprinting. Learn more in this white paper, Innovating in Unfamiliar Markets (page 5).