Bookshelf: New Product Blueprinting: The Handbook for B2B Organic Growth
Business-to-business (B2B) suppliers have "severely" limited themselves by using B2C (business-to-consumer) practices to understand customer needs, writes author Dan Adams in his book New Product Blueprinting: The Handbook for B2B Organic Growth. Adams, president of Advanced Industrial Marketing, aims to correct that misstep with this book -- and a new product development process -- aimed solely at the B2B producer.
Particularly focused on the front end of innovation, New Product Blueprinting spends some time addressing the five differences between industrial buyers and consumers, as well as how those differences lead to three goals for the front end of B2B new product development. One such goal is to engage customers to pre-sell. "Nothing makes someone want to buy a new product as much as helping to design it," Adams writes.
The remaining six steps of new product blueprinting are: discovery interviews, preference interviews, side-by-side testing, product objectives, technical brainstorming and business case. Each step is detailed in its own chapter.
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About the Author
Jill Jusko
Bio: Jill Jusko is executive editor for IndustryWeek. She has been writing about manufacturing operations leadership for more than 20 years. Her coverage spotlights companies that are in pursuit of world-class results in quality, productivity, cost and other benchmarks by implementing the latest continuous improvement and lean/Six-Sigma strategies. Jill also coordinates IndustryWeek’s Best Plants Awards Program, which annually salutes the leading manufacturing facilities in North America.
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