TMCVocabulary
How to Organize a VOC Road Trip
By Chris Parks
Lessons Learned
One thing in particular I now insist upon is that only people who have made the commitment to come to all the customer meetings are allowed to summarize learning. The problem is that if someone comes to one meeting, they are convinced they understand the market based on an incomplete view. This rule is to ensure that consensus is achieved amongst the group. If someone comes to one meeting, they might miss the nugget that makes it all make sense. Then when you go to summarize, they do not agree at all with the group. This is counterproductive. I have asked our company VP’s not to join us unless they were willing to be a part of the team all the way through. In every case, this discipline has made our summaries powerful and actionable.
