Putting the spotlight on customers

Taking the customer’s perspective and connecting it to your business goals isn’t easy. It requires particular skills, difficult conversations and sometimes, challenging trade-offs. But when we get there (and we don’t stop until we do), it’s a real inspiration to see the difference it makes to an organization and its people. The result is that the business performs better. Products and services are more relevant. Customers are loyal. Brands are loved. Performance exceeds expectations. Leaders lead with conviction.