What’s your view on customers’ value to innovation?
More and more, customer-centricity is becoming a thing. As in, an increasingly important philosophy to companies in managing day-to-day and even longer term planning. In comes in different forms: design thinking, social CRM, service-dominant logic, value co-creation. But it’s not pervasive at this point. Companies still are spotty on how much they integrate customers into their processes. [...]
Storming the Castle Chapter 2: How I Gave Up Finger Painting and Decided to Develop a Category.
Folks here’s an excerpt from Chapter 2. Enjoy. Comments as always are welcome. Arts and Crafts Time Is Over Well that’s what you’re CMO should be saying. Look, time and time again, marketing has been relegated to the tail end of a GoToMarket (GTM) strategy — the arts and crafts aspects of marketing, which is [...]
