People are stuck between focus groups on the one hand and the Steve Jobs approach (“I will know what customers need before they know it themselves”) on the other. The Jobs way is compelling, but it’s risky. The challenge is the journey from today’s customer, whom most companies understand well, to tomorrow’s customer, whom they don’t.
Content: Quotation
Source: McKinsey Quarterly
Subjects: Customer Related, Market Research, Marketing / Sales
Source: McKinsey Quarterly
Subjects: Customer Related, Market Research, Marketing / Sales
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