Customer Intimacy Development Finance Technology 
Harvard Business Review
JUNE 17, 2015
We have shifted from a competitive landscape in which companies are more exclusively focused on external forces affecting their industries and sectors, to one that has become significantly more customer-centric. Consider the battle waged by IBM’s software development teams between competing methods for getting closer to customers.
Harvard Business Review
FEBRUARY 3, 2014
Initially, the company relied entirely on services to get close to customers, understand and address their problems, and in the process generate revenues. Much of what the company learned about its customers in the services mode has been developed into its product, although a good percentage of revenues still comes from services.
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