Jeffrey Phillips and I are launching our fourth collaboration together, this time we are exploring innovation ecosystems and the growing impact they are having in the business world through their ‘conecting and collaborating difference’ that can lead to vastly different final customer experiences.
I just want to reaffirm what he has written on this, originally over on his site.
This is what he wrote:
Innovation, ecosystems, platforms and more
“I’m pleased to announce that Paul Hobcraft and I will be working together on a number of posts that relate to some discussions we’ve had about innovation, more specifically how innovation must evolve from creating interesting but incomplete solutions to understanding how customers want to have interesting, seamless experiences. Over the next few weeks we’ll be writing posts on a new shared website that examine the state of innovation, and provide a reason we think so many innovation outcomes fail to achieve their goals.
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.