You may or may not know the name Michael Schrage but he wrote an interesting book about four years ago which should've got more press. In the age of the customer today much of our innovation and investment tends to focus on creating better products and services. This is important but Michael Schrage suggests an alternative view. There should also be the consideration of how we create better customers.
This is a fascinating idea and in some way it can be misunderstood. My understanding of this idea of a better customer is this: Innovation and investment in our customers should be focused on the gradual bettering of our customers lives and personal capabilities. Fundamentally this innovation should also increase your customers value to you transforming their behaviour and perceived value and experience of your products or services.
Successful innovation transforms their users and customers - Michael Schrage
Michael offers some great examples of companies that have unexpectedly and intentionally delivered on this idea. Some of this is timing but most of it can be done intentionally. Have a listen to this talk with an open mind and i'm positive you'll gain something new to challenge your thinking. The question is "Who do you want your customers to become?"
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