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Who Do You Want Your Customers to Become?

Harvard Business Review

Just-in-time innovation healing the pains customers have in the "here and now" may be wonderful — but it's the very definition of tactical, rather than strategic, investment. The better we know and understand who customers want to become, the better we can invest and develop the innovations necessary to get them there.

article thumbnail

Who Do You Want Your Customers to Become?

Harvard Business Review

Just-in-time innovation healing the pains customers have in the "here and now" may be wonderful — but it's the very definition of tactical, rather than strategic, investment. The better we know and understand who customers want to become, the better we can invest and develop the innovations necessary to get them there.