Putting the C in R&D - customer focus for technologists

Finding a way to align technology with customer needs land hence business o bjectives), and translate what R&D is doing into something that the rest of the business can understand land hence effectively influence) has been a p roblem for years. Developing and using a Customer Needs Tree is a simple an d effective way of solving the problem, with specific benefits in idea gene ration, technology assessment, portfolio management and internal communicat ion.