Integrating Product Development with Customer Input

Source: Forbes, Jan 2011

that’s the case with companies in most industries; they have no way to integrate their product innovation processes with customer input. Companies that sell products or services built on clearly-articulated customer needs are the exception, not the rule.

Unless you have a system in place to systematically evaluate and incorporate the ideas you hear from your stakeholders into your product management process, you will continue to alienate the people you most value.

less than 50% of product ideas come from customers, partners or suppliers.  And almost 50% of new products fail as a consequence.

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