![]() Imagine if your architect stopped in to see you for half an hour, spent 15 minutes talking about the big game, and the rest of the time showing you pictures of houses he had built for others. In most cases, though, the B2B buyer doesn’t bring these impressive resources to bear, because the supplier doesn’t ask him to. They may not be able to tell you how your product should do it, but that’s your job, isn’t it? When a B2B buyer considers how your product impacts his world, he can bring to bear his formal education, years of job experience, hours of focused attention and personal motivation to succeed in his career.Ĭlick here to learn more about New Product Blueprinting But buyers of B2B goods nearly always know what your product should do. It is true that consumer-goods buyers often don’t know what they want: They’ll just recognize it when they see it. ![]() I believe that’s a wrong assessment we should address. Others say customers don’t know–and therefore can’t tell them–what they want. That’s a fair assessment and one that can be remedied. When pressed about this strange state of affairs, some producers say they don’t really know how to uncover what their customers want. Still others just keep building the same thing over and over, making minor tweaks from time to time. Others develop new technology and push it towards their customers. In fact, many use internal meetings to decide what their customers want. You would think this would make B2B producers very nervous… so nervous they would become absolutely certain of what their customers wanted before “breaking ground.” You would think. You would think this would make B2B producers very nervous… New Product Blueprinting: What is the Value of a Blueprint? Here’s the interesting part: Unlike a homeowner that signs a contract with the builder, your customers can wait until your product is finished and reject it if they don’t like it! This is important because, as it turns out, you also happen to be the builder. ![]() Then you carefully reduce this creative foresight to a detailed plan that the builder can execute. You patiently and expertly work with them to create a mental picture of something that will excite them. With New Product Blueprinting, your customers are the homeowners and you are the architect. Scribbled notes and verbal descriptions can’t transfer nearly enough information to ensure that your foresight becomes your home. You must communicate that picture to your builder, and that requires a detailed plan–a blueprint. Let’s say you now have a mental picture of your dream home. An architect might spend hours asking you questions such as, “What hobbies does your family enjoy?”… “How do you entertain guests?”… “What type of cooking do you do?”…Ĭlick here to learn more about Voice of the Customer Tools Foresight doesn’t develop quickly you need time… and help. With creative foresight, you develop a crystal-clear picture of your finished home in your mind before the first block is laid. What’s the difference? Creative foresight and a detailed plan. When finished you might say, “I wish we had run wiring for outdoor patio speakers,” or “Too bad the evening sun washes out our TV screen.” Or you might routinely hear guests say, “What a great idea! I never would have thought of that.” What is New Product Blueprinting? Well, imagine you are having a house built.
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