When you are deciding on new products and strategies for your company, do you miss the obvious step of actively soliciting input from existing and prospective customers? If so, you are not alone.
Luke Hohmann tells us about a recent experience in which a company had put together a new product development group. Their process included a number of inputs but conspicuously failed to mention input from customers.
It's easy to neglect activities like visiting and interviewing prospects, because many executives are busy fighting internal political battles or feel that the customer contact through sales or customer support is sufficient.
While the product managers that work for you should be gathering input from internal sources, their main responsibility is to understand the customer through direct, facilitated contact.