New Thinking

Of thriving bees… Susan gets up early in the morning before her husband and teenage kids. The wheater is nice, so she does her normal jogging routine. The fact today, like almost every day, she manages to be fresh and ready when she pushes the button on the coffee machine in the kitchen precisely at 7 o’clock promises a great day ahead. She takes the coffee to the room next door, opens the windows and starts setting up her home office space. Like every day she stows away her

To grow in a market, a company needs products that offer either greater value or a lower price. From a financial perspective, the former is more attractive. Since value is subject to the customer’s momentary perception, decision-makers need to be perfectly clear on what their customers really want, what they are doing to accomplish a task and what is getting in their way, whether consciously or not. The challenge here is that with each new solution in the market, customers’ v