According to MIT innovation expert Michael Schrage, your innovation efforts will fail if you aren't asking this simple question: "Who do our customers want to become?"
George Eastman created photographers — not just cheap cameras and films. Steve Jobs reinvented how people interact with technology — he didn't just make a new phone.
Who Do You Want Your Customers to Become? is Schrage's new HBR Single, focused on helping companies get the most out of innovation investments. He argues that asking customers to do something different doesn't go far enough--you must ask them to become something different instead.
This week’s #HBRchat is based on the blog post of the same name: "Who Do You Want Your Customers to Become" by Michael Schrage.
Q1: How can companies understand customer evolution — what customers will become and need in the future?
Q2: Do you believe successful innovation rebrands the client and not the product? Why?
Q3: What products are good examples of companies paying attention to what customers want to become?
For a chance to be featured in an updated edition of the HBR Single Who Do You Want Your Customers to Become?, download the book, and tell us what you think by using #theask on Twitter, or direct messaging us on Facebook. http://hbr.org/product/who-do-you-want-your-customers-to-become/an/11245-KND-ENG …