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).

An advantage is no advantage unless you take advantage of it.

Here’s the “B2B Advantage”: Your customers can offer more insight than end-consumers due to their knowledge, interest, objectivity and foresight. But if your company uses hand-me-down consumer goods voice-of-customer methods, you’ve ignored your own advantage. Your competitors may not.

More in white paper, Catch the Innovation Wave (page 7).

Be grateful for B2B customers… and thankful your competitors don’t understand them. Do you?

If you were gathering customer insights about belts, would you rather interview someone using a belt to convey iron ore… or to hold up their pants? B2B customers can usually provide more insight than end-consumers due to greater knowledge, interest, objectivity and foresight. But these advantages are no advantage unless you use a B2B-optimized approach.

More in white paper, Catch the Innovation Wave (page 6).