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"The most essential component to game-changing innovation is deeply understanding your consumer at both the rational and the emotional levels.
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You must get an appreciation for who they are, how they live, and - yes, of course - how your product can best improve their lives."
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"Who is your WHO?"
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"For example, the team preparing for the launch in the United States of the heartburn medication Prilosec as an over-the-counter product created a life-sized cardboard cutout of a consumer they named Joanne. She represented their most important WHO, or consumer. In order to keep Joanne front and center, the team put the cutout of Joanne in a chair in their conference room. Often during meetings, to cut through the debates and focus only on those innovations that would meaningfully impact her life, they turn to her and ask, "What would Joanne think?"
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E em relação à sua empresa? Quer seja B2B ou B2C, quem são os clientes-alvo?
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Para quem trabalham? Quem querem servir?
Trecho retirado de "Game-Changer" de A. Lafley e Ram Charan.
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