Why Customers Really Buy

Chapter 17Final Thoughts

Thriving in an Increasingly Complex World

We can’t solve problems by using the same kind of thinking we used when we created them.

—Albert Einstein

The limitations of traditional research may have slowed or impeded a company’s ability to navigate the competitive landscape in simpler times. Now, such limitations can be catastrophic in the radically shifting environment of the 21st century. Business has always been difficult and complex. It has always required listening to customers, anticipating their needs, understanding the competition, and taking all those factors into account when making strategic decisions. But today, businesses confront an entirely new world order. Global dynamics are rapidly transforming the way ...