Explanation of customer capital

Who Do You Want Your Customers to Become?  December 3, 2010 – 08:54 am
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Right answers to wrong questions virtually guarantee failure. Innovators betting on "out of the box" thinking or "faster, better, cheaper" innovation paradigms for success all too frequently find themselves — and their customers — disappointed. Asking "how can we build a better mousetrap? " in an era of touchscreen and haptic virtuosity is not a recipe for success. Just-in-time innovation healing the pains customers have in the "here and now" may be wonderful — but it's the very definition of tactical, rather than strategic, investment.
hen I look at what historically — and sustainably — works as a strategic innovation investment mindset, a single question dominates: "Who do our customers want to become? " The better we know and understand who customers want to become, the better we can invest and develop the innovations necessary to get them there. To see customers as the assets they really are, the strategic design and marketing question must shift from "What's the new value of the innovation? " to "What does our innovation really ask customers to become? " and, even better, "Who do we want our customers to become? " These questions shift the focus from extracting value from customers to making customers more

Source: HBR.org

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