Jobs-to-be-done logic applied
With the digital revolution as a main driver of change, customers have become a central market power over the past years. Their new clout...
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Lateral thinking:
Absolutely.
Our blog posts
May 6, 20181 min read
True customer understanding
Line managers tend to be biased by their role and function. Sales thinks in terms of price. Engineers think about technology. Marketing...
May 6, 20181 min read
Close the gap between customer insights and implementation
To become more customer-centric and innovative, many companies carry out market research or ask their sales force to identify what their...
May 6, 20182 min read
The concrete wins over the abstract
All 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 min read
Letter to the Customer Insight
Dear Customer Insight! I finally want to thank you. We have been knowing each other for more than 35 years. Today, everybody is...
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