Book description
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…
Why read it?
1 author picked Who Do You Want Your Customers to Become? as one of their favorite books. Why do they recommend it?
It’s a startling question, especially for companies that focus on their own success instead of the success of their customers. But if you’re out to build a lasting brand, it’s the right question to ask. Schrage shows why the goal of innovation should not be to invent a great product but to create a great customer.
From Marty's list on brand strategy.
If you love Who Do You Want Your Customers to Become?...
These Blue Mountains
A moving story of love, betrayal, and the enduring power of hope in the face of darkness.
German pianist Hedda Schlagel's world collapsed when her fiancé, Fritz, vanished after being sent to an enemy alien camp in the United States during the Great War. Fifteen years later, in 1932, Hedda…
Want books like Who Do You Want Your Customers to Become??
Our community of 12,000+ authors has personally recommended 92 books like Who Do You Want Your Customers to Become?.
Share your top 3 reads of 2025!
And get a beautiful page showing off your 3 favorite reads.
1,366
readers submitted
so far, will you?
📚 If you like Who Do You Want Your Customers to Become?, you might also like...
Deadly Revenge
Deputy Jenna Hart has only been working in her sleepy hometown of Pearl Springs for seven months when city officials begin to be targeted by a killer. Twenty years ago, the construction of a dam caused people to lose their land to eminent domain. That wound has not healed with…
The Duty of Memory
Separating the true stories from the myths, The Duty of Memory provides a deeper understanding of the diverse motivations that drove ordinary people to join an underground network of French Resistants despite terrible odds and horrifying consequences.
This book takes the reader inside the true story of men and women…
