Who Do You Want Your Customers to Become?

By Michael Schrage,

Book cover of Who Do You Want Your Customers to Become?

Book description

Who do you want your customers to become?

According to MIT innovation expert and thought leader Michael Schrage, if you aren’t asking this question, your strategic marketing and innovation efforts will fail.

In this latest HBR Single, Schrage provides a powerful new lens for getting more value out of innovation…

When you buy books, we may earn a commission that helps keep our lights on (or join the rebellion as a member).

Why read it?

1 author picked Who Do You Want Your Customers to Become? as one of their favorite books. Why do they recommend it?

It’s a startling question, especially for companies that focus on their own success instead of the success of their customers. But if you’re out to build a lasting brand, it’s the right question to ask. Schrage shows why the goal of innovation should not be to invent a great product but to create a great customer.

From Marty's list on brand strategy.

If you love Who Do You Want Your Customers to Become?...

Ad

Book cover of The Coaching Habit: Say Less, Ask More & Change the Way You Lead Forever

The Coaching Habit By Michael Bungay Stanier,

The coaching book that's for all of us, not just coaches.

It's the best-selling book on coaching this century, with 15k+ online reviews. Brené Brown calls it "a classic". Dan Pink said it was "essential".

It is practical, funny, and short, and "unweirds" coaching. Whether you're a parent, a teacher,…

Want books like Who Do You Want Your Customers to Become??

Our community of 12,000+ authors has personally recommended 93 books like Who Do You Want Your Customers to Become?.

Browse books like Who Do You Want Your Customers to Become?

Book cover of Positioning: The Battle for Your Mind
Book cover of The Innovator's Solution: Creating and Sustaining Successful Growth
Book cover of The Fifth Discipline: The Art & Practice of the Learning Organization

Share your top 3 reads of 2024!

And get a beautiful page showing off your 3 favorite reads.

1,588

readers submitted
so far, will you?

5 book lists we think you will like!

Interested in Starbucks, innovation, and economics?

Starbucks 8 books
Innovation 84 books
Economics 412 books