Date: Thursday, March 6, 8:30-11:30 a.m.

Location: DoubleTree Hotel, Independence
Register now for one or both events, or contact Katharine Boone, (216) 432-5159.

Summary: The main reason for new product failure is poor market understanding. With simple customer research tools, companies can be more efficient and effective in developing successful new products and services. Dan Adams, with Advanced Industrial Marketing will review his approach – called New Product Blueprinting – that can help B2B manufacturers understand their customers’ unspoken needs and learn actions they can take immediately to see the impact of this approach. Participants will also hear from manufacturers who have tried a customer focused interviewing strategy. Although this session will focus on Business to Business applications, stay tuned to a more consumer focused Innovation Accelerator workshop in the near future.

Dan Adams, President, Advanced Industrial Marketing, Inc.

Dan Adams is passionate about business-to-business new product development. In more than 30 years working within and with major business-to-business companies, he has explored and fine-tuned every aspect of new product development.

Adams is a chemical engineer and holder of many patents and innovation awards, including a listing in the National Inventors Hall of Fame.

He was head of strategic planning for a billion-dollar company and—in various marketing and business development positions—built the principles and practices of New Product Blueprinting from the ground up.

Adams has since guided teams through thousands of customer interviews. He is an award-winning speaker and author, and conducts workshops in every region of the world.