Inside Your Customer's Imagination

Introduction

WELCOME TO YOUR CUSTOMER’S IMAGINATION

Imagination is a place where all the important answers live.

—JOE MENO

We are not actually there yet. But it is nearby. Your customer will have to invite you in. That will likely happen later on. At this point, I am merely preparing you for the journey ahead and letting you know what you might expect. There will be special provisions involved, but we can talk about those later. First, we will explore why we are here. A thorough understanding of the rationale is important, so this will not be a drive-by explanation.

Let’s start with a map of your journey ahead. Organizations need breakthrough products, services, and solutions to compete effectively. They need the customer’s imagination to ensure ...