Innovation - involve customers in product development
Have you ever asked yourself what differentiate successful products from mediocre ones? Successful products are much quicker accepted in the market and convince by outstanding values.
As a starting point for a development of a new product or service it is crucial to understand the customer pains and needs in detail.
When the apparent customer requirements are clear, unfortunately the development teams in many companies leave the customer ground and go back in splendid isolation to develop their own product concepts which will directly end in prototypes or even in final products.
Is this approach of concept ideation really appropriate to maximize the market acceptance and value for the customer? Has market orientation herewith not already been left halfway?