Something’s not working. Is it a marketing problem, a design problem or a business model problem? Sometimes you just don’t know where to start. We think it’s usually a good idea to start with your customers.
Sometimes they help us redefine what they’re buying. We recently helped a manufacturing company to start renting its products as a service. We helped an insurance company to realise its core benefit was in the competence and efficiency of its call centres in a crisis… Now, what other kinds of crises do people have in their lives?