Who Do You Want Your Customers to Become by Michael Schrage

Who Do You Want Your Customers to Become

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 the...

Details Who Do You Want Your Customers to Become

TitleWho Do You Want Your Customers to Become
Release DateJul 17th, 2012
PublisherHarvard Business Review Press
GenreBusiness, Nonfiction, Education

Reviews Who Do You Want Your Customers to Become

  • Noam
    Why is there only one Google in our life? One Apple? One Amazon and one Facebook? Isn't there room for more? Why should they succeed and not others? Why did Google Glass, Amazon Fire Smartphone and Apple Watch fail to live up to the media, company and user expectations? Why would dropbox succeed and not copy.com- it's rival?Why should your business, product or service stand out of the competition- more than others?Business models, regulations, cu...
  • William Beldham
    Very thoughtful approach to business development.
  • Esben Groendal
    Very easy to read book and good use of examples. I was sceptical whether it would be a kind of "magic potion management" book where the point would be akin to the common advice of simply "doing the right thing at the right time". Just as you think, oh great, how am I going think this concept in practical terms, the authors delivers an example that ties things together quite neatly. Especially the macro-micro connection in Google's strategy.Couple...
  • loafingcactus
    Customers are not Schrodinger's Cat- you don't throw some kibble over the wall unsure whether there is a cat there at all. Rather, the interaction changes the customer in a way you can see and measure. Your first question is "Who do you want your customer to become?" If you aren't careful with your investigation of that question, you could be McDonalds, changing your value conscious consumer into a fatazz with everyone looking at you as the cause...
  • Andrea Hill
    A succinct (read: quick) read, Who Do You Want Your Customers To Become encourages the reader to consider how they wish to engage with their customers. Although the term wasn't used, I thought about the idea of customer relationship management: how you want to grow your relationship with your customers and ultimately become a trusted advisor. By identifying who you want your customers to become and delivering the products to help get them there, ...
  • Sarah-Lambert Cook
    "Who Do You Want Your Customers to Become" is an alright book proposing a good idea, but ultimately fails to give much advice on how to determine an answer to the title's question for your own business. Filled primarily with examples, it makes some decent points and ends on a rather "meh" note. It was ok, but would have been better condensed to a series of articles.
  • James Bradley
    Love the part about Henry Ford. His greatest contribution to society wasn't the assembly line. It was getting people to do something they had never done before... Drive. When cars came out we were carting around on buggies and the affluent (first to buy the autos) were carted around in buggies manned by others. That's a big ASK!
  • Tricia
    This was a good business book. Very thought-provoking for a business owner in ANY field. I also loved that it was short and to the point. Some business books belabor a point and go on and on. This one was clear and to the point.
  • Tai Tai
    an interesting new paradigm for doing business
  • Dujo
    Mind blasting.
  • Jane
    This was mentioned at the UX Brighton 2012 conference and took me a while to get around to reading. It was worth the wait and was an interesting twist on the usual focus on customers.