Jun 20, 201815 minJobs-to-be-done logic appliedWith the digital revolution as a main driver of change, customers have become a central market power over the past years. Their new clout...
May 6, 20181 minTrue customer understandingLine managers tend to be biased by their role and function. Sales thinks in terms of price. Engineers think about technology. Marketing...
May 6, 20181 minClose the gap between customer insights and implementationTo become more customer-centric and innovative, many companies carry out market research or ask their sales force to identify what their...
May 6, 20182 minThe concrete wins over the abstractAll companies that have been in business for some years say they know the needs of their customers. They mention needs like «quality»,...
May 6, 20184 minLetter to the Customer InsightDear Customer Insight! I finally want to thank you. We have been knowing each other for more than 35 years. Today, everybody is...