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Customer Innovation by Marion Debruyne

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05

Convert using the second lens

Create customer solutions

Customers were not buying film: they were buying the ability to create memories.

CH_05.tif

 

CASE STUDY

Suppose you want to re-dye a stained sweater to its original colour. You go to the supermarket and buy a pack of fabric dye. When you get home, you want to get started so you read the instructions on the package. The first line says that you need coarse salt to be added to the dye when putting it into the washing machine. You don’t have coarse salt in your cupboards. Another trip to the shop ...

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