4. Seeing New Value in Your Customers

No matter what business you are in, you know things about your customers that they don’t know and can’t find out on their own—but that they would value immensely if you would share with them. In this chapter, I will describe how this unexploited knowledge may be your firm’s greatest and most undervalued asset, how it is often hidden in plain sight, and how it is the source of unique insights that only you possess.

Regardless of how competent and smart they are, your customers operate within one big constraint: they find it difficult to transcend the narrow boundaries of the range of their own experience. If they are business-to-business customers, they rarely see what happens beyond the confines of their ...

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