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Who do you want your customers to be? Relating to MIT development expert and thought leader Michael Schrage, if you aren't asking this question, your tactical marketing and development efforts will are unsuccessful. With this latest HBR Solitary, Schrage offers a powerful new lens for getting more value out of development investment. He argues that asking customers to do something different doesn't go considerably enough - serious marketers and innovators must keep these things become different things instead. A lot more, you must spend money on their features and competencies to help them become better customers. Schrage's key insight is the fact innovation can be an investment in your client, not just a exchange with them. To seriously innovate today, developing services or features or services won't get you there. Only by developing new customers - thinking of their future condition, being the conduit with their evolution - do you want to enhance your business. Marketing professionals, brand managers, tactical innovators, and internet marketers alike should comprehend how successful development rebrands the client and not the merchandise. A requisite question for its time, Who Do You Want Your Customers To Become will liberate you as well as your team from 'development myopia' - and switch your innovation attempts on their mind.
