Category: b2b customer research

  • Value proposition: Belling the Cat

    An apt idiom for CEOs who talk innovation, but don’t walk the talk. In my experience, most CEOs’ public statements contain the magic word, innovation. In private, their actions on innovation don’t match their talk. These actions present a daunting predicament for strategists in their firm. Many strategists follow Alexander Osterwalder’s 2014 value proposition design […]