I’m still looking for a B2B industry that does not suffer from supplier-centric innovation.

It would seem obvious that new product development should be focused on those who will pay for these products: customers. It would seem. Yet B2B suppliers routinely pursue their own ideas, concepts and hypotheses, paying too little attention too late to market needs. True customer-centric innovation is a completely different mindset.

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

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).