

According to MIT innovation expert and thought leader Michael Schrage, if you arenāt 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 doesnāt go far enoughāserious 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.
Schrageās 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 wonāt get you there. Only by designing new customersāthinking of their future state, being the conduit to their evolutionāwill you transform your business.
Schrage explains how the above question (what he calls āThe Askā) will incite you and your team to imagine and design ideal customer outcomes as the way to drive your businessās 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 companiesāGoogle, Facebook, Disney, Starbucks, Apple, IKEA, Dyson, Ryanair, and othersāto illustrate just what is possible when you apply āThe Ask.ā
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 āinnovation myopiaāāand turn your innovation efforts on their head.
He argues that asking customers to do something different doesnāt go far enoughāserious 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