Tapping what's out there

So many manufacturers these days are in an innovation funk. However, right under their noses are thousands of new product ideas.

Here is the issue as I see it. Many product manufacturers never actually want to see their consumers again. They consider them expense line once the product is out of the warehouse. Once the widget has left the door, either to a reseller or direct to the consumer, it's onto the next sale. Little done in fostering a relationship. Very little done in building ongoing contact and rarely asking if they actually liked what they received...

With the power of the consumer clearly now leading change in the marketplace, many are waking up to this and trying to get some sort of conversation going. I applaud this as it's no longer a nice to do, it's a must do, however many are not spending as much time as possible. Why? It's hard work.

This causes many products to be developed in a vacuum. Utilizing broad based assumptions and hunches or in better organizations, pretty sterile research. There is a better way and one that can be less costly and deliver better, more tailored (relevant) products.

While integrating your consumers into your business has many benefits, one of the most beneficial I believe is in driving innovation, historically a massive expense to any organization. Getting started on this is not hard to do. Fully embracing it can be. Here's a few steps that can help.

1. Listen to what, if anything, your consumers are saying. Do this at every level you can. You call center, blogs, trade shows, media, etc.
2. Ask your consumers to rate your products or providing feedback. This doesn't cost very much to do at all and the benefits are far reaching, both in development of new products and in sales/marketing.
3. Involve "super users" in the innovation process. Yes, ask your consumers what they want to see and bounce ideas of them.

These three steps can help develop a process by which innovation is truly a reflection of your consumer's needs and wants, not just the function of the product.

So, when innovation block rears it's ugly head, where do you think your first call should be. Yep, your consumers. They got a thousand ideas on how to make your product better.