Two types of inputs are required
for a company to solve the innovation equation. It must know the
customers needs – in other words, the outcomes customers are
trying to achieve when getting a job done and what other jobs
the customer is trying to get done – and it must collect ideas
and solutions that potentially address the customers unmet
needs.
Lead users are unique in that they can shed more insight into
both sides of the innovation equation than the typical customer.
First, they may be more demanding and have desired outcomes that
other customers do not have. Second, they may be pushing the
product to get other jobs done – unique jobs that other
customers have not yet considered. Third, they may have already
figured out a way to satisfy their needs – making them important
contributors of valid product and service ideas. When talking
with lead users companies should obtain both these types of
inputs – needs and solutions.
But there are several things a company should not do when
working with lead users. For example, they should not confuse a
need with a solution – and use the lead user’s inputs
incorrectly; nor should they assume that a solution stated by a
lead user is attractive to the rest of the customer population.
Their needs may be so unique that they may not shared by other
customers – in fact, the solutions they are requesting may only
serve to make other customers confused and angry.
Like other innovation tools, lead users have their place in
solving the innovation equation. And like other tools, the key
is to use them appropriately.
