CHAPTER SIXRethink Your Customer

TRANSFORMATIONAL TAKEAWAYS

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. ...

Get The Transformational Consumer now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial