Who Do You Want Your Customers to Become? Michael Schrage

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Kindle Edition

91 pages


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Who Do You Want Your Customers to Become?  by  Michael Schrage

Who Do You Want Your Customers to Become? by Michael Schrage
| Kindle Edition | PDF, EPUB, FB2, DjVu, AUDIO, mp3, RTF | 91 pages | ISBN: | 4.38 Mb

Who do you want your customers to become? According to MIT innovation expert and thought leader Michael Schrage, if you arent asking this question, your strategic marketing and innovation efforts will fail. In this latest HBR Single, SchrageMoreWho do you want your customers to become? According to MIT innovation expert and thought leader Michael Schrage, if you arent asking this question, your strategic marketing and innovation efforts will fail.

In this latest HBR Single, Schrage provides a powerful new lens for getting more value out of innovation investment. He argues that asking customers to do something different doesnt go far enough-serious marketers and innovators must ask them to become something different instead. Even more, you must invest in their capabilities and competencies to help them become better customers.

Schrages primary insight is that innovation is an investment in your client, not just a transaction with them. To truly innovate today, designing new products or features or services wont get you there. Only by designing new customers-thinking of their future state, being the conduit to their evolution-will you transform your business.

Marketing executives, brand managers, strategic innovators, and entrepreneurs alike should understand how successful innovation rebrands the client and not the product. A requisite question for its time, Who Do You Want Your Customers To Become will liberate you and your team from innovation myopia-and turn your innovation efforts on their head.



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