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Who Do You Want Your Customers to Become Audiobook
Who Do You Want Your Customers to Become
Written by: 
Michael Schrage
Narrated by: 
Erik Synnestvedt
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Who Do You Want Your Customers to Become Audiobook

Who Do You Want Your Customers to Become

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Publisher's Summary

Who do you want your customers to become? According to MIT innovation expert and thought leader Michael Schrage, if you aren’t 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 doesn’t 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. Schrage’s 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 won’t 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.

©2012 Michael Schrage (P)2012 Gildan Media LLC

What the Critics Say

"An astonishing insight, one that will last" (Seth Godin)

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    Brownrygg 03-23-16
    Brownrygg 03-23-16 Member Since 2016
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    "A Little Diamond"

    Great stories and insights. Get this book if you want to start thinking differently about your business.

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