Access a growing selection of included Audible Originals, audiobooks, and podcasts.
You will get an email reminder before your trial ends.
Audible Plus auto-renews for $7.95/mo after 30 days. Upgrade or cancel anytime.
Who Do You Want Your Customers to Become  By  cover art

Who Do You Want Your Customers to Become

By: Michael Schrage
Narrated by: Erik Synnestvedt
Try for $0.00

$7.95 a month after 30 days. Cancel anytime.

Buy for $3.49

Buy for $3.49

Pay using card ending in
By confirming your purchase, you agree to Audible's Conditions of Use and Amazon's Privacy Notice. Taxes where applicable.

Publisher's summary

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.

©2012 Michael Schrage (P)2012 Gildan Media LLC

Critic reviews

"An astonishing insight, one that will last" (Seth Godin)

What listeners say about Who Do You Want Your Customers to Become

Average customer ratings
Overall
  • 4 out of 5 stars
  • 5 Stars
    29
  • 4 Stars
    14
  • 3 Stars
    14
  • 2 Stars
    5
  • 1 Stars
    1
Performance
  • 4 out of 5 stars
  • 5 Stars
    24
  • 4 Stars
    16
  • 3 Stars
    10
  • 2 Stars
    4
  • 1 Stars
    3
Story
  • 4 out of 5 stars
  • 5 Stars
    25
  • 4 Stars
    13
  • 3 Stars
    10
  • 2 Stars
    8
  • 1 Stars
    1

Reviews - Please select the tabs below to change the source of reviews.

Sort by:
Filter by:
  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars

a quantum level game changer

This instituted a paradigm shift for how I perceive and implement innovation. my human services organization is now fully participant-orientated and provider efficient.

Something went wrong. Please try again in a few minutes.

You voted on this review!

You reported this review!

  • Overall
    1 out of 5 stars
  • Performance
    1 out of 5 stars
  • Story
    1 out of 5 stars

Too simple. Not practical

gives you a question without any real practical framework on how to get their or how to derive to the "right" answer. just because you want your customers to become something (i.e. a statistics master) doesn't mean the customer wants to. the question "what do I want my customer to become" is not customer centric and is not designed to serve the customer.

Something went wrong. Please try again in a few minutes.

You voted on this review!

You reported this review!

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    4 out of 5 stars

A Little Diamond

Great stories and insights. Get this book if you want to start thinking differently about your business.

Something went wrong. Please try again in a few minutes.

You voted on this review!

You reported this review!