Got a new product hypothesis? Give it the “silent treatment” during customer interviews.

I love it when our clients have cool technology and clever ideas. But don’t mention these to customers during VOC interviews. From the customer’s perspective, the interview should look exactly the same whether or not you’ve got a great hypothesis. Give your hypothesis the silent treatment for now. Simply listen to the customer.

More in article, Give your Hypothesis the “Silent Treatment” (Originally published in B2B Organic Growth).

Validating hypotheses with customers distorts your entire new product development process.

Confirmation bias is the “tendency for people to favor information that confirms their preconceptions or hypotheses, regardless of whether the information is true.” It’s what happens when you take your lovely new-product hypotheses to customers. This systematically distorts data on customer needs… and that can’t be good for innovation, right?

More in article, Give your Hypothesis the “Silent Treatment” (Originally published in B2B Organic Growth).

The greatest danger in customer interviews is hearing what you want to hear.

Your new product development should start where it ends: with the customer. When you take your “pride and joy” hypothesis to customers and ask their opinion, two bad things can happen: 1) They tell you what they think you want to hear. 2) You hear what you want to hear. Start by uncovering their needs, not testing your pre-conceived notions.

More in article, Give your Hypothesis the “Silent Treatment (Originally published in B2B Organic Growth).

Validating hypotheses with customers may have been OK once. When fedoras were worn.

In many areas of life, there’s the “old way” and the “new way.” Does your company still develop “hypotheses” internally, and then meet with customers to validate them? This can lead to confirmation bias for you and stifled yawns for your customers. In the “new way,” you start by uncovering customer needs, not by internally “ideating” your solutions.

More in article, Give your Hypothesis the “Silent Treatment” (Originally published in B2B Organic Growth newsletter).

You don’t know what you don’t know.

When developing a product, you know what you know (facts)… what you think (hypotheses)… and what you don’t know (gaps). But breakthroughs usually come from what you didn’t know you didn’t know. Only your customers know this, so you must let them guide you. This provides the spark of innovation, which seldom occurs with old-fashioned supplier-led interviews.

More in e-book, Reinventing VOC for B2B (page 3)