Dan Adams book, New Product Blueprinting, exists for a simple reason: Companies that supply other businesses not end-consumers generally have product development processes that are seriously out of date. The author points out that most B2B and B2C companies rely on the same books, conferences and experts to improve their new product development. But if you are a B2B supplier, you have enormous advantages over consumer goods producers: Your customers are more insightful, rational, interested and fewer in number. When you develop products for other companies rather than end-consumers you can have an intelligent, peer-to-peer dialogue about their needs. If you make hose, for instance, you could have one conversation with a homeowner about his garden hose... but quite a different one with an engineer about his hydraulics hose. This B2B difference allows you to 1) uncover customers unspoken needs, and 2) engage them so they re primed to buy your new product. Just try engaging a million...

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