Who Do You Want Your Customers to Become?

Who Do You Want Your Customers to Become?

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… (more)

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Book Details  


Publisher: Harvard Business Review Press (July 17, 2012)

Page count: 77 pages

Language: English


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