EPILOGUE
A Brief Look at the Future
The future is already here—it’s just not very evenly distributed.
—WILLIAM GIBSON, SPECULATIVE FICTION WRITER
The influential management thinker Peter Drucker once noted that every business leader should answer five essential questions.1 Among them, the question “What does your customer value?” is perhaps the most important to address when companies innovate.2 But most research methods used to understand customer value are imprecise, slow, and costly to scale. Trying to predict what customers (think they) want, how they will actually behave, and what they eventually value has been mostly hit-or-miss. Enter large-scale experimentation, which enables organizations to discover what customers truly value, all very ...
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