On a cold English autumn evening recently, we three found ourselves together in the bar of our business school, Cranfield School of Management, along with some clients. Emma, an Australian by upbringing, did something entirely unexpected: she ordered the quintessential summer drink of Wimbledon, a Pimm’s. She didn’t say this was a good idea, or praise Cranfield’s Pimm’s, she just ordered it. Most of the group instantly followed her.
What Really Makes Customers Buy a Product
It can be more important than word of mouth.
November 09, 2015
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New!
HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.