Flip the lens on your innovation practice.
Sales, product, and engineering teams work great individually, but put them together and things fall through the cracks. Despite all the meetings, tension only seems to grow, causing teams to get farther and farther away from the customer. Sound familiar?
Over the years, Design Thinking has emerged as the default go-to framework for innovation, but is it really the best way to innovate, develop, and launch new products? Let’s break it down.
Traditional sales are not in sync with the way people buy. They say up to 60% of b2b purchase processes end in no decision. That’s because we overwhelm our buyers.
Our approach means we don’t need to conduct 100 or 1000 interviews to get our answer, we are able to do it in fewer.
JTBD is all about what people are going to do next, it’s not about the Job they do now. That’s why you can’t over simplify your audience.
