How often are we told to test with our markets to understand and meet their needs. It takes time effort and thought to plan that out. I loved this post as it gave some great ideas and shared a different approach. I love this from the post “In order to take advantage of the incredible insight available from a market you’ve got to be brave enough to face your customers or prospects with something that may be little more than an idea and a willingness to learn.” Courage is highly important don’t you think!
Some of the biggest flops in my career began and ended in the laboratory of my mind.
It starts with a spark of brilliance, then a rush of enthusiasm, followed by product creation and finally ends with “I don’t get it, that should have been a game changer, why didn’t it sell?”
Most product and service disasters occur when we create things people “should” want rather than what they do want.
Increasingly, the secret to success is collaboration – creating new offerings with our customer rather than for our customers.
Launch and learn is the new order.
In order to take advantage of the incredible insight available from a market you’ve got to be brave enough to face your customers or prospects with something that may be little more than an idea and a willingness to learn.
Now that doesn’t mean you simply build the inevitable “Frankenstein” that a customer committee might concoct, but it does mean that you must be prepared to alter, customize and personalize your original vision based on actual live feedback.
This is doubly important for the small business who may only get one shot at getting something right. If you wait to perfect it you may simply create something that people perfectly have no interest in.
There are many ways to execute this kind of customer discovery. I often poll a handful of customers based on the outline of an idea and then grab a group to beta test something more fully developed. Participants test things out for little or no money and I learn what works and what doesn’t.
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