The Jobs-to-be-done Hierarchy
Jobs-to-be-done (JTBD) is a great concept helping to create innovation strategies, new products and value propositions which people find...
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Lateral thinking:
Absolutely.
Our blog posts
- May 6, 2018
- 1 min
True customer understanding
Line managers tend to be biased by their role and function. Sales thinks in terms of price. Engineers think about technology. Marketing...
- May 6, 2018
- 1 min
Everyone can be creative!
Everyone can be creative! Our ideation sessions confirm what David Kelley from IDEO says in this TED talk. The Vendbridge creativity...
- May 6, 2018
- 1 min
Do you still believe Innovation is like looking for easter eggs?
It is so much fun to watch my kids running around in our garden trying to find their Easter nests. They try and fail, and try and fail,...
- May 6, 2018
- 1 min
Close the gap between customer insights and implementation
To become more customer-centric and innovative, many companies carry out market research or ask their sales force to identify what their...
- May 6, 2018
- 1 min
People don’t want Christmas gifts
«Customers don’t buy a drill. They buy a quarter-inch hole», said marketing guru T. Levitt already in the 1960s. And he meant: Think...
- May 6, 2018
- 1 min
Where good ideas come from
#Creativity #Ideas #Innovation
- May 6, 2018
- 1 min
Geschäftsmodell-Innovationen
© University of St.Gallen (HSG) Text by Prof. Dr. Oliver Gassmann, Production: http://www.zense.ch Academic Director: Prof. Dr. Thomas...
- May 6, 2018
- 1 min
Are your customers committed?
If yes, they recommend your products or services to friends and colleagues. If not, they just use them with the risk to switch to other...
- May 6, 2018
- 2 min
The concrete wins over the abstract
All companies that have been in business for some years say they know the needs of their customers. They mention needs like «quality»,...
- May 6, 2018
- 2 min
Value proposition: what grabs the customer?
Question 1: Do we bring our clients added value? No, is the loud answer. Neither we nor our products bring added value; it is the...
- May 6, 2018
- 1 min
We only accept successful innovation
In 2008, the top 1000 innovation companies spent USD 532 billion only on R&D (Booz Allen, 2009). However, success rates of new products...
- May 6, 2018
- 2 min
More agility at the front-end of the innovation process
From a workshop with Marco de Polo from the Roche New Concept Incubator in Silicon Valley. When it comes to innovation design, there is...
- May 6, 2018
- 1 min
Customers want more value, not a lower price
A cup of coffee costs 5 cents traditionally prepared, but many people pay 50 cents for a Nespresso. Mineral water is 500 times more...
- May 6, 2018
- 5 min
How to enter the premium grill segment: customer pains provide the clue
How do we enter a new segment? What is most relevant for premium grill users? We have plenty of ideas in the pipeline – but are we...
- May 6, 2018
- 4 min
Letter to the Customer Insight
Dear Customer Insight! I finally want to thank you. We have been knowing each other for more than 35 years. Today, everybody is...
- May 6, 2018
- 10 min
From Insight to Growth – It’s the customers who set the rules
To grow in a market, a company needs products that offer either greater value or a lower price. From a financial perspective, the former...
- May 6, 2018
- 2 min
Case study: Hearing the hearing impaired
Applying a job-based approach to customer insight discovery in product innovation in the implantable hearing solutions market ABSTRACT...
- May 6, 2018
- 1 min
A story on 4 wheels
What BMW understood is that the customers don’t care about a list of technical features. What the customer convinces is a whole story...
- May 6, 2018
- 1 min
Innovation – Not a question of chance!
Innovation leads to growth, but innovations fail often. The article shows why this is the case and how in three systematic steps organic...
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