1. Your customers are not just the people in your existing customer base. Your customer is anyone and everyone trying to solve the Personal Disruption Conundrum, achieve the goal, or engage in the healthy, wealthy, or wise lifestyle that you help with or support.
2. Deeply, accurately understand these people’s real-life journeys, with both quantitative and qualitative research, validating with data along the way.
3. Align every team, every product, and every initiative in your company around the same understanding of your customers’ journeys.
You don’t sell a product. You sell a transformation, a journey from one point to another—a journey from having a problem to being free of it. ...
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