Innovation is not about you (unless you are the customer) / by Dennis Britton

This excerpt in an interview of Geoffrey Moore inspired me to think about how UX needs to drive every aspect of today's businesses. How much attention does your organization pay to your UX crew? Are they even employees or perhaps it's outsource to an agency? Are they used to 'dress up' you visual  design, as an afterthought? What would happen if they helped determined what fundamental products and services the organization provided from square one? How much interaction with customers do your product managers have? How often is customer research performed? Every 6 months? How much of that research is used? How does your organization know if a product fulfills its purpose for the customer? Unless your customers are fully represented by the people making your product or service you will not know how to fulfill your customer's needs, wants and desires without UX guidance.

ForwardView: Given this new competitive reality, what approaches to innovation should companies be taking today?

Geoffrey Moore: Now when we talk about innovation, we talk about working from the customer back, not from the lab out. Start by putting yourself in the shoes of the end-user of the product or service, spend time with them, figure out what's unsatisfactory or unattractive about the current experience, and then design backward from there to create new innovations. So you actually design back from the market, which means you reduce market risk considerably and you can get things that are more relevant to market faster. The critical idea here, whether you're in entertainment, whether you're in education, whether you're in healthcare, whether you're in financial services, any business that's a service business, is it's not about you. It's really first and foremost about the customer and then really genuinely thinking through the value proposition with the customer. So I think being really aggressive about getting back to the mission of your service organization can be hugely innovative."