1. New Product Blueprinting Discovery Sessions
How B2B suppliers and customers can work together to innovate
1. B2B: Richer engagement than B2C
2. What Discovery sessions look like
3. How Discovery sessions help
4. Learning more about Blueprinting

2. Shouldn’t these customer conversations be different?
1. B2B allows richer engagement than consumer goods
Imagine a hose supplier getting advice from B2B or B2C customers…
B2B: Hydraulics Hose
Shouldn’t these customer conversations be different?
B2C: Garden Hose
There can be a deeper B2B discussion since B2B customers have more…
Knowledge
Potential Impact
Motivation
HERO
Objectivity
Most B2B suppliers & customers can have far more productive and respectful peer-to-peer discussions than are common today.

3. 2. What do Blueprinting Discovery sessions look like?
We won’t try to “sell” you anything
No joint “problem-solving” either
Just tell us desired end-results
Only share as much as you’d like
We’ll digitally project our notes
Please correct what we get wrong
We’ll record everything you want
… and nothing you don’t want
We’ll clean up & send you a copy
Bring your brain & we’ll do the rest

4. 2. What do Blueprinting Discovery sessions look like?
5 Parts of a Discovery session…
1. Current State
2. Problems
3. Ideal State
4. Triggered Ideas
5. Top Picks
Drag customer favorites to the top
2-3 Questions in traditional Q&A format
Record on yellow digital “sticky notes”
Record on green digital “sticky notes”
Record on blue digital “sticky notes”

5. Source: Cooper, Winning at New Products-3rd Ed, p. 11.
3. How this helps B2B suppliers …
After the typical supplier begins the product development stage…
Idea
Validate
Develop
Sell
They have a
75% failure rate
Front End
Source: Cooper, Winning at New Products-3rd Ed, p. 11.
When suppliers understand customer needs, this waste drops… a lot.

6. 3. How this helps B2B customers…
Most companies have abandoned closed innovation…
Your best source of external innovation may be your suppliers…
Universities
… in favor of open innovation
Startups
Suppliers—Existing & New
Open Innovation
We look outside for innovation
Closed Innovation
We invent everything ourselves
Already staffed with industry experts
Eager to work on your problems
You can decline their innovation
They only get “paid” if they succeed
No risk on your part
Inventors
In-license
This is the supplier we want to be for you.
But … we need to know what you want us to work on.

7. 4. Learning more about New Product Blueprinting…
Get answers to 12 common questions at
Watch 2-minute videos & read how global corporations use Blueprinting at
Download free chapters of the book at and-resources/book-on-blueprinting/