You can’t live in customer outcome space… but you should be a frequent flyer there.

Understand customer outcomes thoroughly before entering solution space. The drill bit is the supplier solution; the hole is the customer outcome. For every job, there are scores of outcomes your product could deliver… how fast the hole is drilled, how accurately, how easily centered, how much mess is created, etc. Outcome insight leads to solution brilliance.

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

Customer value is only created when an important, unmet customer outcome is improved. Period.

Sure, you can develop products that you find exciting. But unless these products address something customers find important and unsatisfied, don’t expect them to buy them. And if customers do buy your product, they certainly won’t pay a premium. If you’re not happy about this, you’ll have to complain to Adam Smith.

More in white paper, Catch the Innovation Wave (page 8).