The objective of your innovation should be to help your customers to achieve what they want to achieve better and more cheaply. Your customers want to make progress.
This means that you need metrics that measure whether your innovations achieve the progress that customers really want. Learn more about it in the upcoming Master Class with Martin and me in October 24, 2019 Vienna.
Petr, what has to be considered for international growth?
“Interestingly we have found that there are many commonalities across different countries as far the customer needs are concerned. In fact, many companies overemphasize differences between countries and miss bigger opportunities that other segmentations present. One of the differences we did find across different countries was how potential customers collect information about potential suppliers. In some countries Internet is not as ubiquitous as you might think, in other countries the customers may have no opportunity to travel to trade shows or suppliers. Companies should consider these regional differences when defining their sales and marketing strategies.”