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Who Do You Want Your Customers to Become? by Michael Schrage

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Introduction: The Ask

This brief book explains how a simple question—who do you want your customers to become?—transforms strategic, marketing, and innovation insights. This question—what I’ll call “The Ask”—successfully provokes managers and entrepreneurs into reimagining, redefining, and redesigning their customers’ future. Whether you’re in professional services, business-to-business, or consumer products, understanding what innovations ask customers to become fundamentally changes how to invest to create new value.

The Ask is central for any serious business strategist, marketer, or innovator because it acknowledges a fundamental truth: Customers change. Always.

Customers are constantly becoming something else. They adapt. They learn. They ...

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