Last month, we published Part I of this article, where we talked about making that transition from “freewheeling inventor” to “process-driven listener”. Basically, it is about being more systematic in how you collect the data and insights that lead to more relevance in your new products. This is hardest for the business which was started from a single brilliant idea that succeeded, because it is not uncommon for the small manufacturer to not really understand WHY their initial product succeeded. Play-Doh, the ubiquitous colorful molding clay of everyone’s youth, was originally created in the 1930’s as a wallpaper cleaner. Success is great, but if you started out intending to be an innovator in the cleaning products business but all of your customers are under five years old, where do you go next?