It’s an execution problem

“Seeing Customers as Partners in Invention” By Mary Tripas (New York Times, 26 December 2009).

“Being customer-driven doesn’t mean asking customers what they want and then giving it to them,” says Ranjay Gulati, a professor at the Harvard Business School. “It’s about building a deep awareness of how the customer uses your product [or service].”

It’s not just about interaction and listening. It’s deeper than that. It’s about awareness and understanding. Taken a step further, it’s not about wants. It’s about meeting needs. Wants are easy. We’re all quick to recite our wants. Needs however are much more profound.

Later Ranjay is said to say:

“It’s an execution problem.” Companies, he says, “aren’t generally structured to access, absorb or utilize customer insights since they are organized by product, not by customer.”

Interesting enough, does this not sound quite similar to the ideals mentioned on our Success Realized page (as well as elsewhere within the AU framework)?

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