New Product Blueprinting The Handbook for B2B Organic Growth - Hardcover

Dan Adams

Hardcover

ISBN 10: 0980112346 ISBN 13: 9780980112344

Publisher: AIM Press, 2008

Synopsis

New Product Blueprinting is a process that combines the foundational principles of front-end innovation with the best practices of B2B marketing.  It is a Voice of the Customer system, but one that is optimized for needs of B2B and includes a product development tool set and process support to ensure success.

Typical innovation processes for new product development do not differentiate between a B2B and a B2C market. B2B marketers have always had to deal with this gap in methodology, trying to adapt the generic processes to their individual situation. They know that B2C methods often fall short by failing to nurture customer relationships, by ignoring the challenges of recruiting the B2B customer, and for the many things that make B2B innovation unique. 

For example:

• How far down the value chain should a B2B marketer execute VoC interviews?
• How can interviews be executed so that they actually engage customers to buy?
• What special considerations should be taken into account for highly concentrated markets?

The book New Product Blueprinting is a practical "how to" guide for execution - covering the seven steps of Market Research, Discovery Interviews, Preference Interviews, Side-by-Side Testing, Product Objectives, Technical Brainstorming and Business Case creation. It is a must-read for everyone responsible for B2B growth from engineers, developers, marketers, product managers and most of all - B2B leaders.

About this title

About the Author:

Dan Adams is one of the world's leading experts in B2B organic growth.  His New Product Blueprinting process combines the foundational principles of innovation with the best practices of B2B marketing.  It is a Voice of the Customer system, but one that is optimized for B2B and includes the tool set and support to ensure success. Adams' firm, The AIM Institute, has trained and coached thousands of learners from around the globe.

Adams is an author, inventor, entrepreneur, industry veteran,and advisor to leadership of the world's largest and most progressive B2B firms. He is a frequent speaker at conferences as well as a lecturer for universities such as Wharton's Executive MBA program. He is the author of the books New Product Blueprinting and Reinventing VoC for B2B as well as the weekly blog Awkward Realities.

Review:

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

Your competitors always seem to be chasing the same opportunities you chase. Sometimes you win, but your competitors quickly catch up. How can you get a competitive edge with breakthrough products that incorporate what your customers really want, providing product attributes that simply aren t on your competitors radar screens? With New Product Blueprinting, you gain a B2B marketing, customers first advantage that will leave your competitors wondering how your team was able to learn the customers deep-seated needs. Dan Adams presents his proven methods in this book, laid out with the same clarity he has provided to us through his workshops and follow-up support. AIM has helped us become skilled craftsmen with these tools, setting us on the path to thrill our customers with a process that helps us discover and deliver what our customers really want... by asking them. Imagine that! We and our customers thank you, Dan, as we move forward with breakthrough products.
Jim Papenfuss, Senior Director, Product Marketing, Sherwin-Williams

Everyone is talking about understanding customer needs in the fuzzy front end, but no one has a plan that truly works until now. With New Product Blueprinting, the talking stops, and the doing starts. Dan Adams has created a great system that truly works. If you want to tackle the tall task of truly meeting your customers needs, Blueprinting is the way to do it... and this book is your starting point. --Jeffrey Stupar, Director of Research, Illinois Tool Works Inc.

Your competitors always seem to be chasing the same opportunities you chase. Sometimes you win, but your competitors quickly catch up. How can you get a competitive edge with breakthrough products that incorporate what your customers really want, providing product attributes that simply aren t on your competitors radar screens? With New Product Blueprinting, you gain a B2B marketing, customers first advantage that will leave your competitors wondering how your team was able to learn the customers deep-seated needs. Dan Adams presents his proven methods in this book, laid out with the same clarity he has provided to us through his workshops and follow-up support. AIM has helped us become skilled craftsmen with these tools, setting us on the path to thrill our customers with a process that helps us discover and deliver what our customers really want... by asking them. Imagine that! We and our customers thank you, Dan, as we move forward with breakthrough products. --Jim Papenfuss, Senior Director, Product Marketing, Sherwin-Williams

Everyone is talking about understanding customer needs in the fuzzy front end, but no one has a plan that truly works until now. With New Product Blueprinting, the talking stops, and the doing starts. Dan Adams has created a great system that truly works. If you want to tackle the tall task of truly meeting your customers needs, Blueprinting is the way to do it... and this book is your starting point. --Jeffrey Stupar, Director of Research, Illinois Tool Works Inc.

About this edition

• Publisher: AIM Press
• Publication date: 2008
• ISBN 10: 0980112346
• ISBN 13: 9780980112344
• Binding: Hardcover
• Edition number: 1
• Number of pages: 224