Vadim Kotelnikov    

Customer-driven Innovation

7 Practice Tips


Business e-Coach  Success 360 


Innovation is Love Download PowerPoint presentation, pdf e-book


Customer-driven Innovation - 7 tips for Value Innovation, emfographics, Vadim Kotelnikov




The toughest part of innovation is predicting what customers will buy. If you practice customer-driven innovation, you reduce this risk dramatically. Customer-driven innovation is not a one-time event. It's a philosophy, a mindset, and a habit >>>

You should love your customers, care about them, and live this principle daily if you wish to keep creating an innovative customer value, developing attractive product designs, their emotional drivers and ultimately win the value innovation competitive game >>>


"You're headed in the right direction when you realize the customer viewpoint is more important than the company viewpoint. It's more productive to learn from your customers instead of about them."  
~ John Romero


"I never perfected an invention that I did not think about in terms of the service it might give others... I find out what the world needs, then I proceed to invent."

~ Thomas Edison


  1. Observe people to understand hidden and unarticulated customer needs >>>

  2. Live your customer's life, "walk a mile in the shoes of your customer".

  3. Involve everyone, require every person, regardless of their position, to spend time on customer contact and services activities. Ask all your employee to get on board with customer-driven innovation and value innovation. Encourage experimentation and risk taking >>>

  4. Involve customers in testing the prototype of your new product.  >>>

  5. Help your employees to understand the customer's needs by involving them in listening to customer feedback after a new product launch.

  6. Watch how the customers use your product to learn what works and what doesn't work.

  7. Ingrain customer-driven innovation in your corporate culture and operations so deeply that is becomes a part of DNA of your company.



Coaching by Example    10 Success Lessons from Business e-Coach

Create Customer Value: 10 Lessons from Konosuke Matsushita

Making Innovation the Norm at Procter & Gamble

Apple's New Product Design Process

Continuous Innovation and Improvement at Fidelity Investments