Regardless of the size and scope of your
company, customer-centered companies looking to innovate for the modern
consumer might consider the following approach:
1. Figure out
the problem you a’re trying to solve
As with just about any first step, this one
is crucial. Make sure you’re trying to solve the right problem and don’t try to
provide a fix for something that isn’t a priority in the eyes of your consumer.
Do this by asking the right questions and observing, either in focus groups or
by evaluating competitive companies, products and their customers.
2. Analyze
the problem
In this stage, you want to turn the problem
upside down and inside out, extracting every variable and value that causes it
(and remedies it). Focus on how often the problem occurs, how severe it is,
potential causes, and what if any special circumstances impact it.
3. Classify
the decision criteria
Clearly defining the desires that lead to
purchase intent, here you want to identify any and every decision that factors
into the decision making process. Which of these criteria is most important?
4. Come up
with more than one solution
There is no substitute for variety and the
goal at this stage is to not leave a more valuable solution on the table.
Therefore, don't stop at the first solution you come up with. Instead, evaluate
any alternative scenarios as objectively as possible, assessing the pros and
cons of each to ensure that the solution you’re pursuing is the most competitive
and thereby profitable one.
5. Pick the
best solution
After you’ve evaluated all the options and
values gleaned from steps one through four, you have to choose the most
customer-centric solution to move forward with, developing a base of support
within your organization and preparing for any internal or external
contingencies.
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