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Bring customers into the idea review process

Say you’ve got some internal ideas at your company. Who takes a look at them? Assesses them to determine next steps for each idea? Figures out the value and difference the ideas can make?

How about your own customers?

I talk a lot about jobs-to-be-done here, and getting a firm grip on those to understand where innovation and product enhancement opportunities lie. But sometimes that’s not realistic. Ideas come from many sources, and more likely than not, fail to reflect hard analysis of jobs-to-be-done. But customer feedback is valuable. Any idea which can touch on customers’ experience – products, services, support, pricing, deliver, knowledge – can benefit from their perspectives.

The concept sounds right, yes? But it’s also something that’s somewhat scary. I know this because I asked innovation executives for a number of large companies what they thought of it. There was hesitancy to the concept of bringing customers into what is generally an internal – and often murky at best – process of evaluating ideas.

In my post, What if customers evaluated your company’s ideas?, five areas are examined to de-scarify this idea:

  • Differentiating from focus groups
  • Profile of right customers to involve
  • Type of ideas
  • Ways to engage customers in the evaluation process
  • What criteria make sense?

Give it a read, and see if this is something you’d consider.

I’m @bhc3 on Twitter, and I’m a Senior Consultant with HYPE Innovation.

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