Who Do You Want Your Customers to Become?

“What kind of customers are our user experiences trying to create? Why?” “How will making user experiences more innovative make customers more valuable to us?”

Designing tomorrow’s best customer is not the same as designing tomorrow’s

Customers don’t just adopt innovations; they alter them, adapt to them, and are changed by them.

What do little girls want to become?

But the dark side of The Ask is not about the innovation’s riskiness but the customer weaknesses and vulnerabilities that innovation might expose.

Marketing myopia prevented the industry from seeing what business it was really in. To succeed, Levitt maintained, “The entire corporation must be viewed as a customer-creating and customer-satisfying organism. Management must think of itself not as producing products but as providing customer-creating value satisfactions . . . In short, the organi

If the purpose of business is to transform a customer, then the purpose of The Ask is determining and detailing the dimensions of that transformation.

A customer vision statement explicitly identifies the qualities and attributes the organization aspires to create in its customers.

Training people to use shopping carts not only transformed how shoppers shopped, but increased how much shoppers bought.