Recall from a previous article that a job is a “task, objective or goal a person or organization is trying to accomplish or a problem...

In last week’s article, we defined a “job” as a task, objective, or a goal a person or organization is trying to accomplish, or a problem...

News flash: People don’t buy products, they hire solutions to solve important problems. Think about the last time you bought a...

Customer value is the essential ingredient to creating successful new products. It is also the central theme of lean product development:...

Blue Ocean is a strategic framework a company can use to discover and develop uncontested market spaces with little or no competition....

We covered a lot of process steps in our 14 part series on discovery driven design  describing how to take an initial idea and frame it...

The early voice-of-customer research steps described in parts 10 through 12 will yield a tremendous rich set of data that will provide...

Okay time to get down to business and conduct the actual interviews.  By now we will have formulated the questions (see part 9: Designing...

In part 9 we defined a set of core questions we seek to answer to better understand if our preliminary customer value proposition and...