What do we believe our primary and supporting customers value?
What knowledge do we need to gain from our customers?
How will I participate in gaining this knowledge?
The question, What do customers value?—what satisfies their needs, wants, and aspirations—is so complicated that it can only be answered by customers themselves. And the first rule is that there are no irrational customers. Almost without exception, customers behave rationally in terms of their own realities and their own situation. Leadership should not even try to guess at the answers but should always go to the ...
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