Who Do You Want Your Customers to Become

In this insightful HBR Single, Michael Schrage emphasizes the importance of envisioning how customers can evolve as part of innovative strategies, arguing that success depends on investing in their development rather than merely changing products or services. He presents a perspective that innovation should focus on transforming customers into better versions of themselves, thereby fostering long-term business growth. This approach encourages marketers, brand managers, and entrepreneurs to rethink traditional customer engagement and embrace a future-focused mindset.