Flip the lens on your innovation practice.
Guides, playbooks, books, podcasts and more to help you understand why your customers hire you.
Walk down any grocery store aisle and you’ll witness two completely different behaviors playing out side by side. These aren’t just different shopping styles. They represent fundamentally different mindsets that have big implications for how CPG brands should think about product development, packaging, and marketing strategy.
Just because you interview your customers doesn’t mean you’re customer centric. As you go through the process of developing your products, you may not realize it, but you’re stripping away what your customer – demand – actually wants.
Understanding the difference between a product feature and the Job a customer is looking to make progress with, with Basecamp as an example.
This mindset of thinking everyone’s a competitor is unhealthy. It forgets the bigger picture: the progress a customer is trying to make.
I’ve seen too many products fail despite extensive consumer research. And I mean extensive. Companies spending millions of dollars on research, and the products still fail. How does that happen? And why?
