Who Do You Want Your Customers to Become
Michael Schrage
ag. del 2012 · Ascent Audio · Narrat per Erik Synnestvedt
headphones
Audiollibre
2 h 47 min
Versió íntegra
family_home
Apte
info
reportNo es verifiquen les puntuacions ni les ressenyes Més informació
Vols una mostra de 19 min? Escolta-la on vulguis, fins i tot sense connexió.
Afegeix
Sobre aquest audiollibre
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.
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.
Puntua aquest audiollibre
Dona'ns la teva opinió.
Informació sobre l'escolta
Telèfons intel·ligents i tauletes
Instal·la l'aplicació Google Play Llibres per a Android i per a iPad i iPhone. Aquesta aplicació se sincronitza automàticament amb el compte i et permet llegir llibres en línia o sense connexió a qualsevol lloc.
Ordinadors portàtils i ordinadors de taula
Pots llegir els llibres que compris a Google Play amb el navegador web de l'ordinador.
