Turn Customer Input Innovation

Turn Customer Input into Innovation The general idea is how do you launch a blockbuster product? Stop expect customers what they want. Start asking what they want your products to dofor them. Thats how medical-device maker Cordis created the artery stent--which treble the companys revenue in two years and jump its stock price fivefold. Cordiss secret? A new modal value of listening to customers. And a radical shift from customer-driven to customer-informed innovation. When you ask customers what they want, they come upon solutions--products, features, services. But customers know only what theyve experienced. They cant imagine what they  striket know about new technologies, materials, etc. So they imply things other firms already offer--prompting me-too products or incremental improvements--opening the field for competitors. Kawasaki asked customers to nominate improvements to its Jet Ski stand-up recreational water-craft. They requested brass padding for more comfortable standing--never dreaming of a lay craft. Competitors developed seated models, trumping Kawasaki. Imagining the unimaginable is for R& adenine;D departments, not customers. To fire up your firms imagination, ask customers for desiredoutcomes, not solutions. Their answers will transform your innovation from serendipity into rigorous discipline.

The supposition in Practice charm customers desired outcomes using these steps: move| Tips| Examples| 1. Plan outcome-based customer interviews.| ? Deconstruct the process associated with existing products.? carry groups that directly use the products. Include diverse individuals withineach group.| Cordis defined quartette angioplasty steps: insert artery catheter, place balloon at blockage, inflate balloon, remove catheter.Cordis interviewed cardiologists of varying experience, age, and location; nurses; and hospital administrators.| 2. Capture desired outcomes.| ? Translate interviewees solutionstatements intooutcomes--by... If you want to get a near essay, order it on our website: Ordercustompaper.com

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