Monday, 6 February 2012 - How creative are your customers?
One of the classic mistakes of new product development is to ignore your customers, and their potential for giving you good ideas. But it isn't as easy as you might think to get the ideas from them and into your business. One of the best known quotes from Henry Ford illustrates this beautifully: “If I had asked people what they wanted, they would have said faster horses.” Consumers are experts on what they want, what they don't like and the problems caused by the products and services that we offer. What they aren't so good at is coming up with something better. But why should they? That is our job. So the trick is to play to their strengths. Listen to what they don't like, either face to face or through social media. Even better, watch them using your product. The point at which they start having difficulties, or swap to a different product or service to complete the task, is your cue to step in. Solve their problem, and make life easier. That's your job, not theirs. So use their experience, but don't expect them to hand you the answer on a plate. If you are interested in generating new ideas for your organisation, join us on February 21 for an early morning seminar at Farnham Castle. To check availability click here.
Friday, 27 January 2012 - Q: What's the difference between creativity and innovation?
Creativity is all about coming up with ideas, and the more off the wall they are, the better. Inventors are creative, and they are often way ahead of their time.
Innovation, on the other hand, is about turning good ideas into something of commercial value. It is a structured process, rooted in the real world, and backed by knowledge, analysis and judgement.
Many start up businesses are in the creative category, based on one person's passion for one good idea. But to grow into a sustainable, larger organisation there has to be a focus on innovation, which allows the development of multiple new ideas, making choices between them and marketing them effectively.
If you are interested in becoming innovative, rather than just creative, join us on February 21 for an early morning seminar at Farnham Castle. To check availablity click here.
Wednesday, 25 January 2012 - How not to launch a new product
We see so many businesses with a great idea for a new product, but so few make a success of it. What are they doing wrong, and does it have to be such a risky way to grow the business?
- The first mistake so many make is not to listen. Just because you think it is a good idea doesn't mean anyone else will. Ask people in your target market and LISTEN to what they say.
- Be honest with yourself about the feedback. If the consensus is that it won't work, then take action. As Google say "Fail fast".
- The best new products are simple. Don't over engineer the solution, just because you can.
- And finally, don't expect people to buy it just because it is new. You need to plan your marketing and implement it well.
If you are planning to develop your business this year, come and join us for an early morning session on developing new products. It's on February 21 in Farnham. Find out more.
Monday, 23 January 2012 - Innovate or stagnate. Which is it to be for 2012?
There is plenty of evidence to suggest that recession can be a time of great opportunity. While competitors fall by the wayside, companies with the right attitude can prepare the foundations for explosive growth once the economy starts to turn.
One of the things that characterises an innovative organisation is its environment. People won't share new ideas unless they know that they will be given fair consideration. And you can't expect reasonable suggestions from the team unless they really understand the market and their customers.
So creating a very focussed workforce, that looks at their market with an enquiring mind and values each other's judgement is fundamental to successful innovation.
For more thoughts on the innovative environment, have a look at James Caan's book "The Real Deal".
Tuesday, 13 September 2011 - Do your customers feel great about you?
Measuring customer satisfaction is one of those costs that large companies find hard to cut. Tracking the ups and downs of every aspect of customer service is addictive, and gives the illusion of control.
Companies like to believe that perfecting their processes will make customers like them more. So they tinker under the bonnet, without looking at the bigger picture.
But do we really expect perfection? Or is it something else that makes us stick with our favourite companies?
In many cases it's driven by the people we deal with, and how they treat us. But for online businesses it comes through the tone and style of the website, the packaging and even the materials that come with the delivery. All of which is much easier to control than actual people.
Although price, service, and quality are top of mind when we buy something for the first time, our reasons for repeat purchase are usually less tangible. It is how we feel about them that can make the difference.
So rather than investing big money on tracking customer satisfaction, take stock of your customer warmth in three simple steps:
- Buy your own product, whether online or in person. How does it feel to be a customer?
- Spend time with your customer service staff. Work in the shop, the factory or the call centre. How does it feel to deal with your customers?
- And finally, talk to your customers how they feel about you. Do they feel friendly and positive? Or are they just craving a reason to go elsewhere? Don't measure, just listen.