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衡量顾客看重什么,是解答“创新方程式”的第一步企业依靠创新以获取长期生存,但对许多企业来说,创新流程饱受不确定性和风险的折磨。然而,创新并不一定取决于运气。可以通过消除带来流程偏差的因素,优化创新流程,从而产生较高的成功率,并大幅减少开发费用的浪费。企业所犯的一个重大错误,是没有正确地利用关键“数据点”,即“顾客想要什么”。大多数企业拿出新产品或新服务,然后看顾客是否会购买。而他们本应当做的,是首先确定顾客欲求的结果,然后再利用这些结果来指导创新流程。以一家剃须刀制造商为例,在这个六步骤流程中,它应当首先确定顾客如何衡量价值。譬如,该公司发觉,用户希望减少
Measuring what customers value is the first step in answering the “innovation equation.” Companies rely on innovation for long-term survival, but for many companies, the innovation process suffers from uncertainty and risk. However, innovation does not necessarily depend on luck. It can optimize the innovation process by eliminating the factors that cause process deviations, resulting in higher success rates and drastically reducing the waste of development costs. One of the major mistakes that companies make is that they do not use the key “data points” correctly, that is, “what customers want.” Most companies come up with new products or new services and then see if customers will buy them. What they should have done was to first determine what the customer wants and then use the results to guide the innovation process. Take a razor manufacturer as an example. In this six-step process, it should first determine how customers value value. For example, the company found that users want to reduce