We have for too long measured customer impact in terms of demographics and market share. We now need to focus deeper into the impact we make in the lives of individual customers. This calls for a more intimate knowledge of our customer.
There is no marketing or research agency that can deliver this knowledge to us, as experts focus too much on the numbers game, abstract averages and generic types. We need to directly enter into a conversation with our customers, to learn from them more about themselves, so we can make that value offering they want and need. Or better still invite them to design what they want! We need to do the tango with our customer!