Blueprinting Center & Methodology
- Blueprinting Center
- What is New Product Blueprinting?
- How is Blueprinting learned and applied?
- How can I become Certified in New Product Blueprinting?
- How does Blueprinting fit with a stage-and-gate process?
- How does Blueprinting fit with strategic planning?
- How does Blueprinting fit with Design Thinking?
- How does Blueprinting fit with Lean Startup?
- How does Blueprinting fit with Minesweeper de-risking?
- How does Blueprinting fit with LaunchStar product launch?
- What innovation metrics should we use?
- What is "Jobs-to-be-Done?"
- E-Learning Course
Market Segmentation (Step 1)
Discovery Interviews (Step 2)
- How to plan Discovery interviews
- Preparing your interview team
- Convincing customers to be interviewed
- How to handle confidential info in an interview
- How to conduct a Discovery interview
- Finding & using a digital projector for interviews
- How to conduct a customer tour
- How to debrief & follow-up a Discovery interview
- Engaging your sales colleagues in interviews
- Engaging distributors in interviews
- Interviewing customers down the value chain
- How to interview remotely with web-conferences
- How to interview at trade shows & other venues
- Interviewing in different global cultures & languages
- How to listen well during customer interviews
- How to probe during customer interviews
- How to gather economic data during interviews
- How to create & use Current State questions
- How to identify Must Haves (MH)
- How to select Top Picks (TP)
- How to use Trigger Maps
- How to form Outcome Statements
Preference Interviews (Step 3)
Rest of Blueprinting (Steps 4-7)
2. Blueprinting and customer outcomes
Blueprinting is the "science of B2B customer insight" with 9 levels for magnifying customer outcomes.
New Product Blueprinting focuses the team intensely on customer outcomes for the initial steps… including customer interviews. Customer outcomes are nothing more than customers’ desired end-results. If you produced conveyor belting, these outcomes might be… increased abrasion resistance… reduced maintenance costs… and so on.
Think of customer outcomes as “what” the customer wants… while your solutions are “how” they will be satisfied. You need to understand these in depth because the only way to create customer value is to improve outcome(s) that are both important and currently unsatisfied. And your business’s only path to profitable, sustainable growth is creating customer value. The better you understand these outcomes, the better your growth can be.
You can think of New Product Blueprinting as the “science of B2B customer insight.” No other methodology allows you to understand these outcomes in such depth. It’s something like a microbiologist putting a specimen under her microscope and turning up the magnification.
But in this case, your “specimens” are customer outcomes. You’ll increase your “magnification” as you go through the 9 levels shown in the illustration. The first 3 levels are handled in Discovery interviews… the next 3 in Preference interviews… and the remaining with other methods, e.g. side-by-side testing and the use of a value calculator.
For more on these 9 levels of magnification, download the AIM white paper, Catching the Innovation Wave, pp 9-13.
Keywords: customer outcome, customer value, Discovery interview, Preference interview, science of B2B customer insight, New Product Blueprinting