La famosa historia sobre la innovación de Henry Ford ilustra perfectamente la tensión entre la innovación y las necesidades del cliente. La idea es que, si se le hubiera preguntado a la gente qué quería, habrían respondido “caballos más rápidos” en lugar de imaginar un automóvil. Esto pone de relieve un desafío fundamental en el desarrollo de productos: los clientes no siempre saben lo que necesitan, y a veces sus deseos están limitados por su experiencia y visión actuales. El desafío de innovar, pero con empatía con el cliente. Mejor aún con una forma eficaz de comunicación para atraer a los "early adopters".

Au delà de comprendre un besoin du client, il y a la compréhension d'une évolution du marché! Le marché peut nous laisser prédire une évolution des tendances dont le client ne voit pas venir où bien qu'il ne voit pas encore son utilité. La forte collaboration entre les deux équipes R&D et Sales permet de combler ce gappe: entre la création d'une vraie innovation utile et impactante le business du client et un bijou technologique qui ne sera jamais sur exploité sur le terrain. Le marketing peut beaucoup aider là-dessus et être le maillon d'union entre les deux équipes

The equilibrium should take into consideration whether a feature request is something that would benefit many clients or only a few (or one). We have to focus on making our numbers. So, it is normal that when a juicy contract depends on a specific feature to be implemented by R&D, our first reaction would be to request R&D to do it. But R&D needs to take a longer view, informed by market reality, so we can grow the numbers in the long run. Both goals are laudable. But resources are finite. So, if something a client requests will enhance the product's appeal to many prospects, it should go on the roadmap. If that specific feature only serves that client, then it shouldn't, or perhaps it gets financed by the client as a one off.

Foster Sales-R&D Collaboration Facilitate close collaboration between your sales and R&D teams. The gap between average and top solutions providers is wider for innovation and product management capabilities. Have sales provide a voice of the customer to R&D and work jointly on solving client pain points through innovation. Implement a Phased Approach Start with a small, focused sales team that provides feedback to refine the solution Expand cautiously as you learn and validate product-market fit Then implement the final, scalable sales process This phased approach allows you to balance innovation with addressing real client needs identified early on.

1. Establish Dual Roadmaps R&D Roadmap and Client-Centered Roadmap 2. Co-Creation with Clients Beta Programs 3. Agile Sales Positioning Modular Products 4. Feedback Loops and KPIs Dual KPIs Regular Assessments 5. Empower Sales with Innovation Narratives Sales Training 6. Strategic Partnerships Pilot Programs