New Product Blueprinting is a process that combines the foundational principles of front-end innovation with the best practices of B2B marketing. It is a Voice of the Customer system, but one that is optimized for needs of B2B and includes a product development tool set and process support to ensure success.

Typical innovation processes for new product development do not differentiate between a B2B and a B2C market. B2B marketers have always had to deal with this gap in methodology, trying to adapt the generic processes to their individual situation. They know that B2C methods often fall short by failing to nurture customer relationships, by ignoring the challenges of recruiting the B2B customer, and for the many things that make B2B innovation unique.

For example:

How far down the value chain should a B2B marketer execute VoC interviews?
How can interviews be executed so that they actually engage customers to buy?
What special considerations should be taken into account for highly concentrated markets?

The book New Product Blueprinting is a practical "how to" guide for execution - covering the seven steps of Market Research, Discovery Interviews, Preference Interviews, Side-by-Side Testing, Product Objectives, Technical Brainstorming and Business Case creation. It is a must-read for everyone responsible for B2B growth from engineers, developers, marketers, product managers and most of all - B2B leaders.

About the Author:

Dan Adams is one of the world's leading experts in B2B organic growth. His New Product Blueprinting process combines the foundational principles of innovation with the best practices of B2B marketing. It is a Voice of the Customer system, but one that is optimized for B2B and includes the tool set and support to ensure success. Adams' firm, The AIM Institute, has trained and coached thousands of learners from around the globe.

Adams is an author, inventor, entrepreneur, industry veteran,and advisor to leadership of the world's largest and most progressive B2B firms. He is a frequent speaker at conferences as well as a lecturer for universities such as Wharton's Executive MBA program. He is the author of the books New Product Blueprinting and Reinventing VoC for B2B as well as the weekly blog Awkward Realities.

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