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 investment. He argues that asking customers to do something different doesn’t go far enough—serious marketers and innovators must ask them to become something different instead. Even more, you must invest in their capabilities and competencies to help them become better customers.

Schrage’s primary insight is that innovation is an investment in your client, not just a transaction with them. To truly innovate today, designing new products or features or services won’t get you there. Only by designing new customers—thinking of their future state, being the conduit to their evolution—will you transform your business.

Schrage explains how the above question (what he calls “The Ask”) will incite you and your team to imagine and design ideal customer outcomes as the way to drive your business’s future. The Single is organized around six key insights and includes practical exercises to help you apply the question to your current situation. Schrage also includes examples from well-known companies—Google, Facebook, Disney, Starbucks, Apple, IKEA, Dyson, Ryanair, and others—to illustrate just what is possible when you apply “The Ask.”

Marketing executives, brand managers, strategic innovators, and entrepreneurs alike should understand how successful innovation rebrands the client and not the product. A requisite question for its time, Who Do You Want Your Customers To Become will liberate you and your team from ‘innovation myopia’—and turn your innovation efforts on their head.

He argues that asking customers to do something different doesn’t go far enough—serious marketers and innovators must ask them to become something different instead. Even more, you must invest in their capabilities and competencies to help them become better customers.

As we say here at BPM Towers – If you can figure what the right thing to do is you will innovate to do it!

A good read for gaining even more Customer Insight.

http://www.amazon.com/Want-Your-Customers-Become-ebook/dp/B008UCBB1C/httpwwwstevet-20

North America Certified Process Professional program

North America (NAM) – The Certified Process Professional

The Certified Process Professional


COMPANY

The BP Group
New Bond House
124 New Bond Street
London WC1 1DS
t: 0044 20  3286 4248
Get in Touch: contact

(c) 1992-2013  BP Group – All Rights Reserved

Thank you once again for the truly Copernican learning experience that we had in June.  Outside In is immensely appropriate here and so far our executives like the message.
Ernst Hertzog
, Business Process Engineer | Operations, MEDICLINIC SOUTH AFRICA

–>

New Zealand CPP Champions

Sevem more BP Group Certified Process Professionals graduated this week in Auckland, New Zealand. Congratulations to one and all!

See the upcoming CPP Master & Champions sessions in Dubai, London, Orlando and Denver at http://www.bpgroup.org/cpp-mastersreg-championsreg.html