The customer is the most underutilized resource in any organization, with companies only tapping into a fraction of their potential.
Most tools and approaches for understanding customers were effective in their time but are outdated, often mirroring the limitations of past environments.
We are getting worse at understanding customer needs, treating them merely as buyers rather than valuable contributors to innovation.
We must challenge existing methods of customer engagement and repeatedly ask questions to improve and adapt to a changing landscape.
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