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0 out of 50 out of 50 out of 50 out of 50 out of 5 0.00 (0 ratings) (rate this audio book) Author: Michael Schrage Narrator: Erik Synnestvedt Publisher: Gildan Audio Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date: August 2012 ISBN: 9781469085319
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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.

Download and start listening now!

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About the Narrator

Erik Synnestvedt has recorded nearly two hundred audiobooks for trade publishers as well as for the Library of Congress Talking Books for the Blind program. They include The Day We Found the Universe by Marcia Bartusiak, A Game as Old as Empire edited by Steven Hiatt, and Twitter Power by Joel Comm.