When Steve Jobs kicked off the Customer Experience (CX) movement in 1997 (video here), he crystallized the idea of understanding customer NEEDS before doing anything else.
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At the same time, another CX genius, Jeff Bezos, was three years into creating the most profitable company on the planet and precisely understood the working backwards imperative.
There is this Need (even though customers don’t know it yet), and I can create the desire and meet that Need now. The rest is history. Watch the 2-minute video here.
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