For the past 25 years, I have been supporting businesses to prioritise customers’ perspectives in every decision they take. James McQuivey from Forrester recently released a book about Digital Disruption; it’s a good read about how digital technology will impact the global trading environment.
I was particularly taken with James’ description of bringing the customers’ perspective into an organisation’s thinking about innovation.
In my view, this doesn’t just apply to digital innovation – it applies to all innovation and captures the best business question you will ever ask.
To summarise the point;
Just because the question is flawed doesn’t mean it’s wrong. It does mean, however, that innovative companies that intend to disrupt markets often have a clear field to run at.
The best question an organisation can ask itself to stimulate innovation is:
How can we give people something they really want?
This customer-centric question is powerful for several reasons:
More and more B2B organisations are developing and implementing innovation agendas. Whether your business is digital or not, James’ question is “spot on”.