Are you hearing all the voices for ideas?

employee-feedback

So where do ideas come from? The most popular one is the ‘voice of the customer’ yet this is one of the many ‘voices’ that need to be allowed to speak.

In this fuzzy front end of innovation where ideas are generated, there are many places we can ‘discover and listen’ to the voices that will provide concrete ideas and concepts. Let’s take the time to recognize these and ask you, the reader, do you have a systematic plan to capture all these voices?

The Voice of the Customer

The most talked about place to find the ideas that are closer and relevant are the search for new ideas around the jobs needing to be done (jtbd). We get closer to these voices when we use a variety of techniques that give this voice its chance to speak. We do this through customer focus groups, user panels, customer surveys, lead-user research, direct observation of the user in their environment, and allowing ourselves to become fully immersed in a customer’s experience.

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Gaining idea engagement can be a five step process.

Having conversations 3I have been recently revisiting Everett Rogers work on diffusion and adoptions recently, evaluating if it has the same relevance in my mind in our more connected world, where speed, knowledge and exchanges are measured in micro seconds.

This reminded me of a suggestion I made some time back and I thought I’d ‘air’ this again for engaging with others.

We constantly fall into the trap of not providing our listener enough of a reason to ‘buy into’ our thoughts. We forget to either pitch it to their mental framework or we do not provide a set of compelling arguments that allows our idea a mutual recognition of its value or structure, to take it forward and transform it into something tangible and valuable.

I think using Rogers rate of diffusion principles you can end up offering a fairly powerful positioning statement. Continue reading