Wrong Way to Test your Value Proposition – Seven Deadly Sin of Innovation
In this short Video from a recent speech for Philips in Barcelona, Mat Shore the expert innovation speaker explains the first deadly sin of innovation - Pushing not pulling. He cites a real example of where a recent client manipulated the market research process to justify exactly what they were going to do anyway.
I was with a my client they were interviewing a customer they said do you recognize this problem and the customer said no they then said do you need this solution and the customer said no and then they said should it be bigger or smaller right.
So you watch the psychology of this process because the customer has just said they don't need it they don't want it it's not appropriate but apparently the person who's asking the questions cannot hear that answer their drill based right. So they just continue to pursue this but if you had to have it would it be bigger or smaller okay then smaller and should this button be green or red right and they pursue this for about 16 additional questions.
I'm absolutely confident when they go back to base they say we had a very important meeting with a customer this should be green, it should be slightly smaller, at no point will the conversation come up that says oh and by the way not in a million years will they buy it, It's an inappropriate solution.
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Mat Shore is an expert on Innovation having trained 35,000 people worldwide on the subject of Value Propositions and Insights since his company Outside In was founded in 2003. His clients include Philips, Samsung, GE and Citrix. You can find out more about Mat Shore from http://www.matshore.com or subscribe to his other Value Proposition Training Videos at MatShoreInnovation on YouTube.