Who Do You Want Your Customers to Become?
Training people to use shopping carts not only transformed how shoppers shopped, but increased how much shoppers bought.
Michael Schrage • Who Do You Want Your Customers to Become?
Conventional management wisdom has evolved from thinking about innovation as designing for customers, to innovation as designing with customers. The Ask takes the next essential leap: thinking about innovation as designing customers.
Michael Schrage • Who Do You Want Your Customers to Become?
If designing with customers is the basis of social business, what does "designing customers" as next step mean for social business? What the correlation between designing customers and harnessing connected individuals to bett understand business?How can we design/influence/add value to the connections that happen between customers?
For Apple’s and Pixar’s innovators, the value of self-awareness trumped any need for customer focus. By designing for themselves, they transformed their most demanding customers.
Michael Schrage • Who Do You Want Your Customers to Become?
The most important takeaway is the insight that innovation’s role is a human capital investment in the competence and capabilities of customers.
Michael Schrage • Who Do You Want Your Customers to Become?
what overlaps and distinctions exist between your competitors’ ask and your own? Do nascent “new entrants” exist whose asks might innovatively subvert customer expectations and behaviors?
Michael Schrage • Who Do You Want Your Customers to Become?
Google continuously improves the quality of its search by improving the capabilities of its searchers—and vice versa. As Google’s searchers grow smarter and more sophisticated, so does Google. Win/win.
Michael Schrage • Who Do You Want Your Customers to Become?
The Ask shouldn’t be monolithic; it’s an invitation to segmentation. Customers and clients aren’t created equal.
Michael Schrage • Who Do You Want Your Customers to Become?
Successful innovators reinvent their customers as well as their businesses. Their innovations make customers better and make better customers.
Michael Schrage • Who Do You Want Your Customers to Become?
A customer vision statement explicitly identifies the qualities and attributes the organization aspires to create in its customers.