ENGINEER, CAN YOU HEAR THE CUSTOMER HEARTBEAT?
Futurelab
APRIL 26, 2024
For example, the latest prenatal 3D-imaging device failed to sell to reproductive health doctors who thought their 2D machines did the job just fine. Instead of selling to doctors, they appealed to patients. We used this case as a hook to engage the R&D people. Too many innovations didn’t find traction with customers.
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