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HOW TO BRAINSTORm yOUR WAy TO NEW mARKETS
simply enhancements of those that already exist – either from one’s
own company or the competition. As many corporate teams have found
out, products that are line extensions or enhancements to previous
products are not inspiring to either the customer or the sales team. Perceived
lack of time and “market pressure” often lead companies down
this default route. In a rush to gain market share, many organizations
miss the opportunity to create a valuable, leading-edge answer to the
customer’s true needs.
One of the most powerful lessons an entrepreneur can learn is to break
out of the “competition” mindset and think purely in creative thoughts.
There needs to be definitive clarity in the goal, the end deliverable to
the customer, but the “what” should be given freedom to develop, grow
and emerge from ideas of what is possible.
UnderStanding yoUr cUStoMer
Researching the entire customer experience within your field is critical.
Focusing only on the stage of their experience that involves your
potential product is limiting and can force you to miss the opportunity
to deliver greater outcomes. Looking at what the customer does before,
during and after they use your product or service will help clarify
where you can step in and add value. This will ensure you have the
critical information necessary to solve more of the customers’ needs.
In the development of a piece of protective sports gear for college and
pro football players, a design team missed one key piece of information.
The product was designed considering only a player’s typical practice
and game schedule. However, when the gruelling “Two-a-Days” practice
schedule began, certain parts of the product didn’t leave time for
the sweat to dry between practices and it began to slip. The problem
was easily worked out with a slight change of materials, but the example
demonstrates the necessity of comprehensively identifying the
circumstances in which your customer may interact with your potential
product or service.
Who attends the brainstorming meeting is also critical. The top “front
line” people should be there, not just the management, IT or engineering
team. You will miss out on key customer information if you don’t
have your top sales and customer service people in attendance. They can
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