Who Do You Want Your Customers to Become?

This is the best thing I’ve read about strategy for a while. It is also an ebook, though the essential idea is captured in Michael Schrage’s blog post.

To see customers as the assets they really are, the strategic design and marketing question must shift from “What’s the new value of the innovation?” to “What does our innovation really ask customers to become?” and, even better, "Who do we want our customers to become?" These questions shift the focus from extracting value from customers to making customers more valuable. Simply put, this new focus redefines the purpose of innovation — which is not just designing better products and services, but designing better and more valuable customers.’

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