Who Do You Want Your Customers to Become (Audible Audio Edition) Michael Schrage Erik Synnestvedt LLC Gildan Media Books
Download As PDF : Who Do You Want Your Customers to Become (Audible Audio Edition) Michael Schrage Erik Synnestvedt LLC Gildan Media Books
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.
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.
Who Do You Want Your Customers to Become (Audible Audio Edition) Michael Schrage Erik Synnestvedt LLC Gildan Media Books
Most businesses spend their time and efforts trying to find out what it is that customers want, and then supply those wants. However, such customer-focused businesses are heading in the wrong direction, according to Michael Schrage in this book. Instead, as the title of the book suggests, they should be focusing on the question of what they want their customers to become. Innovation necessarily transforms customers into something else.Under Steve Jobs, Apple had no time for consumer research, saying that it was not the consumer's job to know what they want. Google's search system was developed before the ultimate users knew that they needed it. Ryanair succeeds by cutting costs to provide low-cost air travel, regardless of what customers think. Real innovators are too busy inventing the future to listen to customers. They know what innovation their customers need even before customers know they need it.
The book prescribes six key insights:
* Innovation is an investment in the capabilities and competencies of your customers
* Innovation is about designing customers
* Customer vision is as important as corporate vision
* Customer vision should be aligned with user experience
* Be your own best beta-tester
* Anticipate and manage the dark side of innovations
The author's perspective on innovation and customer focus is an interesting one which undoubtedly will be of use to some businesses, but will it become one of those classic ideas which revolutionises business thinking? Only time will tell. In the meantime, those who are prepared to invest a few dollars and a couple of hours in reading this short book will benefit by having their views of customer-centricity challenged.
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Who Do You Want Your Customers to Become (Audible Audio Edition) Michael Schrage Erik Synnestvedt LLC Gildan Media Books Reviews
It's a startling question, especially to companies that focus on their own success instead of the success of their customers. But if you're out to build a lasting company, it's the right question to ask. Schrage shows why the goal of innovation should not be to invent a great product but to create a great customer. A must-read for marketers, entrepreneurs, and CEOs.
In a world driven by continual innovation, the survivors will be those that learn not only how to transform themselves, but to help their customers transform. The Ask, the core principal of the book gets to the heart of the matter with surgical precision. What does the innovation you are planning "ask" your customers to become. Will that create value for them? What do they need to be able to accomplish that? Can you deliver those things? Outcome based innovation, with a simple but powerful tool - a very simple question.
If you are a product manager, CEO, strategist, Innovation leader, marketing person etc. Read this. It's quick, and helps focus your decision making quickly. Thanks Michael.
The central idea in this book forces a very useful rethink about how we approach business. Schrage contends that any time we offer something new to people (a product, service or idea) - we are asking them to change. Inevitably, people change as they interact with ideas and things - they learn, grow and adapt. Consequently, thinking about how you are asking them to change is a critical step in getting your ideas to spread.
Schrage lays out how and why these changes occur, with plenty of great examples. He outlines how this can be both good and bad, and makes a case for asking people to grow and improve in order to build sustainable success. And he has some good ideas for how to do this.
The primary goal of the book is to change how we think and act when we have great new ideas. Schrage says that his Ask is this "I want my readers to become innovators and entrepreneurs who always recognize and empathize with the aspirations and constraints of their customers. That means they should see their customers and clients as people who are looking to expand the boundaries of who they are and what they can do but respect the limitations on their time and their talents."
If that's what you would like to become, then this is a must-read book.
Great innovators, Schrage argues, don't just conceive new products, they reconceive the customers for those products. Think for a moment about how Henry Ford didn't just create cars - he had to create a whole new vision of society in order to create customers for those cars. Edison didn't just invent the lightbulb and the phonograph, he invented people who came to rely on those things, and everything else that electricity now lets us take for granted.
We're in the middle of one of these great transitions in who we are, and what society will become, driven first by the internet, and now the smartphone. Our always-on culture turns us into a different kind of people. Google, Apple, all are great companies because they change our expectations about what is possible and how we live.
It's easy to see what Schrage calls "the Ask" in big technological transformations like these. But he makes a convincing case that this is a question that every business needs to be asking. If you aren't asking your customer to be someone different, it's likely that your business and your products aren't very differentiated either.
I usually dont provide five stars to any books unless they impress and impact me so well. This is one such rare books. I should remind about the proverb "when the student is ready, teacher will arrive" to somewhat justify why I feel so. I would say I have spent some time trying to read about marketing, sales, operations and execution as I come from pure technical background. This book opens up those knowledge in a different light altogether. This book is not just for business savvy. It is useful even to everyday life. Everyday interactions with spouses, kids, friends, colleagues etc. In my perspective, everyone is your customer for something or the other. When you know what you want your customers to become, you will communicate your intentions in the right way.
Most businesses spend their time and efforts trying to find out what it is that customers want, and then supply those wants. However, such customer-focused businesses are heading in the wrong direction, according to Michael Schrage in this book. Instead, as the title of the book suggests, they should be focusing on the question of what they want their customers to become. Innovation necessarily transforms customers into something else.
Under Steve Jobs, Apple had no time for consumer research, saying that it was not the consumer's job to know what they want. Google's search system was developed before the ultimate users knew that they needed it. Ryanair succeeds by cutting costs to provide low-cost air travel, regardless of what customers think. Real innovators are too busy inventing the future to listen to customers. They know what innovation their customers need even before customers know they need it.
The book prescribes six key insights
* Innovation is an investment in the capabilities and competencies of your customers
* Innovation is about designing customers
* Customer vision is as important as corporate vision
* Customer vision should be aligned with user experience
* Be your own best beta-tester
* Anticipate and manage the dark side of innovations
The author's perspective on innovation and customer focus is an interesting one which undoubtedly will be of use to some businesses, but will it become one of those classic ideas which revolutionises business thinking? Only time will tell. In the meantime, those who are prepared to invest a few dollars and a couple of hours in reading this short book will benefit by having their views of customer-centricity challenged.
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