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B2B Customer Insight and the Demise of Commercial Risk (Part 2)

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Session Description:

When you develop a new product, do you accept both technical risk and commercial risk? In the future, B2B companies will routinely eliminate most of their commercial risk. They'll understand what few appreciate today: Nearly everything an innovator needs to know about a B2B market is knowable early and cheaply. Learn why most companies' product development processes are backwards, how to study customer outcomes at 9 levels, why "validating" your ideas with customers is a bad idea, and how a Certainty Time Machine ensures market acceptance for every new product. 


 Learning Objectives:

  1. Why most suppliers' new product development process is backwards today
  2. How to build a "Certainty Time Machine" to eliminate most commercial new-product risk
  3. The nine outcome levels addressed in the Science of B2B Customer Insight
  4. Using divergent (qualitative) and convergent (quantitative) VOC interviews
  5. Moving from Innovation Maturity Level 1 or 2 to Level 3

Expert Presenter:


Dan Adams, President - The AIM Institute
Dan Adams is the founder of The AIM Institute, and author of New Product Blueprinting, the B2B Organic Growth newsletter, and the weekly blog, Awkward Realities. He is a chemical engineer and holder of many patents and innovation awards, including a listing in the National Inventors Hall of Fame. An award-winning speaker, he has lectured at Wharton’s Executive MBA program and has trained thousands of innovation and marketing professionals in every region of the world... in both the front-end of innovation and B2B product launch.

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