Who Do You Want Your Customers to Become

Successful innovators don’t just ask customers and clients to do something different; they ask them to become someone different. Facebook asks its users to become more open and sharing with their personal information, even if they might be less extroverted in real life. Amazon turned shoppers into information-rich consumers who could share real-tim

Successful innovators don’t just ask customers and clients to do something different; they ask them to become someone different.

Who do our customers want to become? What kind of customers should we be investing to create? What kind of customers will our innovations “buy”?

Every successful business creates a new kind of customer. That customer’s story changes because the business exists. There is a before-the-product story and an after-the-product story. The change that’s brought about doesn’t have to be as monumental as the changes that companies like Google create; they can be small shifts in attitude and perceptio

Successful innovators reinvent their customers as well as their businesses. Their innovations make customers better and make better customers.

Do your best customers come toyou for advice and insight on who they want to become?

Key Insight #4: Align customer vision (what you want your customers to become) with user experience (what you are asking them to do). Key Insight #5: If you can’t be your own best beta, find and design the customers who can. Key Insight #6: Anticipate—and manage—the dark side of The Ask.

Align Customer Vision (What You Want Your Customers to Become) with User Experience (What You are Asking Them to Do).