R&D

Sell

Why do German manufacturers offer more often modular solutions?

As an industrial marketing practitioner in several markets, I have repeatedly investigated the reasons for the superior competitiveness of German manufacturers compared to their French competitors. One of the frequent causes has been the greater modularity of German product ranges. This article describes what a modular product range is, its advantages, and offers several explanations […]

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Marketing

Persona: The trap of fake marketing

Marketing managers describe their target market using persona profiles. A persona is a fictional typical customer whose background, values, habits and attitudes towards the product are outlined. Market segmentation classifies buyers or users into groups of individuals with similar characteristics. It enables the development of a marketing strategy tailored to each group. Market segmentation and

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Designing a Physical IA _Humanoid robotics_the keys to success
Innovate

Physical AI, humanoid robotics: What are the keys to success?

Neo home robot The AI models you use will soon expand into the physical world, thanks to the down-scaling of AI computing processors, smooth real-time communication with humans in natural language, and a multimodal perception of the environment. This includes text and 3D images, as well as sounds, vibrations, colours, smells, force feedback when grasping,

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Innovate Marketing Sell

Innovators: Set as soon as possible your target selling price !

To innovative and ambitious teams, the quest for competitiveness paves the way for success. Really? The quest starts at the very beginning, when the first business plan is drawn up, by making sure that price assumptions are based on robust research. Setting the target selling price is an even trickier stage, as the project team

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Innovate

Launch your own Customer Problem Beauty Contest!

Innovation competitions and calls for innovation projects have proliferated since the beginning of the 21st century. They allow the most innovative proposals to be selected and funded within a limited timeframe. While they offer significant efficiency benefits to the organisers, they are often disconnected from the heart of the company operations and from the real-life

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Innovate

Balance the technological maturity and the commercial maturity!

Deeptech start-ups and innovative industrial companies are increasingly using the TRL (Technology Readiness Level) scale of technological maturity. It facilitates dialogue with partners and funders. The TRL ranges from level 1, for an idea, to level 9, for a technology that has been proven in an operational environment. The early 2020s saw the emergence of

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Innovate

Three rules for a winning relationship between R&D and marketing

In companies that invest in innovation, the asymmetry of knowledge between R&D and marketing teams is striking: On the one hand, R&D teams are made up of experts who have often been in their positions for many years, who have accumulated decades of knowledge and experience in specific fields, and established long-term collaborative relationships with

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Innovate

Even push-button manufacturers will never stop innovating !

Nothing is simpler than pressing a push-button, or activating a manual control.  Does this elementary and barely conscious act deserve the attention of innovators? Why not relegate these objects to the vintage catalogue of 20th century technologies, when each of us carries a touch screen in the pocket? When the metaverse industry is preparing a

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Innovate

How to make system engineers  and customer experience experts work together?

A marketing career in industry has given me many opportunities to deep-dive into the customer experience. And I have also been lucky to team up with systems engineering practitioners. I have discovered the decisive competitive advantage a company can gain from bringing together user experience and systems engineering practitioners, especially for innovative design. In this

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