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New Product Blueprinting
The Handbook for B2B Organic Growth
Dan Adams
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Price: $35.00
Casebound w/Jacket | 224 pages
ISBN: 978-0-9801123-0-6
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Summary
New Product Blueprinting: The Handbook for B2B Organic Growth is designed to help business-to-business suppliers grow organically… by developing superior new products and services. Research shows that the “front-end” of new product development--when a company is deciding what the new product design should be--is very weak at most companies. As a result, only one in four new products succeeds after this front-end work is completed. New Product Blueprinting promotes several best practices for this front-end work, including market segmentation, market research, customer interviews, side-by-side competitive testing, product design objectives, technical brainstorming and business cases. The greatest focus of the book is on customer interviewing. Unlike traditional voice-of-the-customer (VOC) techniques employed by many corporations, Blueprinting interviews are designed expressly for the B2B supplier. B2B customers (both industrial and commercial) are much different than the typical consumer-goods buyer. B2B suppliers are more technically savvy, less emotional, more dependent on their suppliers, and fewer in number. As a result, their suppliers can engage them at a much higher, peer-to-peer, respectful level. New Product Blueprinting customer interviews employ advanced listening, probing and related interview methods to engage customers and uncover their unmet needs more effectively. New Product Blueprinting is a seamless seven-step process that ends with a twelve-section business case. This helps teams plan their projects well and garner management support for full-scale product development after the front-end work is done. The process is also valued by management in that it helps an organization become less internally focused and “outside-in” market driven as a result of extensive customer interviewing.
About the Author
Dan Adams, President of Advanced Industrial Marketing, Inc. (AIM), is passionate about B2B new product development. In over 30 years working within and with major B2B corporations, he has explored every aspect of product development, building New Product Blueprinting from the ground up. He is a chemical engineer and holder of many patents and innovation awards, including a listing in the National Inventors Hall of Fame. Adams was head of strategic planning for a billion-dollar company and has extensive experience in Fortune 500 marketing, business development and leadership positions. He is an award-winning speaker and conducts workshops in every region of the world. He built his company on the belief that understanding your customers’ deepest needs is a competitive advantage you should learn--not outsource. AIM conducts workshops globally to train commercial and technical teams in advanced B2B product development, provides strong post-workshop coaching support… and then gets out of the way. Dan fine-tuned his principles of New Product Blueprinting by guiding teams through hundreds of customer interviews. A certified instructor in Kirton Adaption-Innovation, he helps workshop participants understand their own unique problem-solving styles to boost the effectiveness of their teams and customer interviews. He is passionate about follow-through and works with clients to ensure post-workshop success.
Endorsements
“New Product Blueprinting brings clarity to the “fuzzy front end” of product development. It is a critical tool for B2B companies that want to develop high-value products that address unmet market needs. Additionally, it engages potential customers as part of the process and is very user-friendly. Mr. Adams outlines a clear and comprehensive roadmap that will enable adopting companies to get ahead of competition and achieve business sustainability.”
—Nes Rotstein, Global Marketing Director, The Dow Chemical Company
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