Why the best feedback from the market mostly fails to reach the right people?!
Did you ever find that a client or partner gave you input on your product or service, and then when you come back to your peers, they have a hard time appreciating this feedback?
In other words, you had a brilliant conversation with a customer or partner and together you made some very important discoveries. However, when you try to convey the same message and feelings to your colleagues afterwards, it just seems to fall on stony ground. What's all this about?
Well, here's an area where I've grown to understand I have 99% questions and less than 1% insight and possible answers. That 1% may be some of the following (and then - please fill me in on your understanding, cause I'd really like to know):
In the minutes of a meeting you may be able to record pure information, but the "Energy" and real interactive understanding and feelings only remain with the people that were present. Ironically, this seems to be the makings of a dilemma that really hurts:
People that were in the meeting retain "90% of the feelings and only 10% of the information" (figuratively speaking). The people that were absent - if they read the meeting summary at all - will have less than 5% of its contents, which is 100% facts / information and 0% feelings (read: energy). I believe the lack of this "Energy" is the root to the problem of why companies fail to innovate in "the right areas" with "the highest speed".
Thus, my humble assertion is this: If you're a sales person wanting to return customer feedback - i.e. market innovation, i.e. thee best type of product development - back to the team that actually delivers what should be improved, your main mission must be to:
REKINDLE THE ENERGY FROM THAT MEETING!
How one should go about doing so is a very interesting topic, I think. (In fact the book I just spent 7 years writing is all about energy; passion - connection - innovation).
...but about the dilemma itself!! a lot of it remains a mystery AND frustration to me. Please help ;-)
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