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?...
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