The Jan-Feb issue contained a very strong piece by Lance A. Bettencourt on giving customers the proper role in the innovation process by forming correct beliefs about their needs.
“Vague, solution-tainted requirement statements have led practitioners and academics alike to believe several myths about the nature of customer needs. Based on our experiences with companies across a variety of industries, my colleagues and I have identified five myths that have a particularly pernicious effect. Like all myths, they have a basis in reality, but their unquestioned acceptance as truth is leading many companies astrayâ€”leading to wasted resources, disjointed innovation executions, missed growth opportunities, and product concepts that miss the mark with customers. Itâ€™s time to expose each myth and reestablish a proper valuation of customer needs in the strategy and innovation process.”
Read full story (pdf)
(via Ralf Beuker)