Imagine you’ve just been put in charge of a major new product development (NPD) initiative. You study up on all of the latest accepted best practices and processes. And now it’s time to do your Voice of the Customer (VOC) study to better understand customer wants and needs. You go through the entire VOC process and are presenting the results. Towards the end comes the most dreaded comment in all of new product development: “We already knew that.” This article tells you what to do when that happens.