After the super bowl in February 2013, virtually every business publication had at least one article on the same, simple food item.
NEW THINKING
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Steve Wunker, Author at Branding Strategy Insider - Page 16 of 21
Too little time is spent thinking about how customers will decide whether a new product or service is a success.
A customer-centric lens allows companies to understand how they can make trade-offs to increase value. Deeply understanding customer demand allows you to shift from spending on unnecessary, overvalued attributes and invest in important jobs that the market under-appreciates and that will make a difference.
Costovation is a type of innovation that significantly compresses costs while still wowing customers. It’s about meeting or exceeding customer expectations with less.
Many companies try to innovate by looking backward. They focus on what they are already selling or doing and on how their customers currently behave. By focusing on jobs, you look deeper—at what really drives behavior.