Can I read Who Do You Want Your Customers to Become? on EtoBox?

Who Do You Want Your Customers to Become? by Michael Schrage is a business book available to read on EtoBox.

What is Who Do You Want Your Customers to Become? about?

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 investment. He argues that asking customers to do something different doesn’t go far enough—serious marketers and innovators must ask them to become something different instead. Even more, you must invest in their capabilities and competencies to help them become better customers. Schrage’s primary insight is that innovation is an investment in your client, not just a transaction with them. To truly innovate today, designing new products or features or services won’t get you there. Only by designing new customers—thinking of  their future state, being the conduit to  their evolution—will you transform your business. Schrage explains how the above question (what he calls “The Ask”) will incite you and your team to imagine and design ideal customer outcomes as the way to drive your business’s future. The Single is organized around six key insights and includes practical exer

Who reads Who Do You Want Your Customers to Become??

Author

Michael Schrage

Language

EN

Category

business

Subjects

Management, Business

Rating

3.92 / 5 (68 ratings)

Updated

2026-03-13