The truth is that while customer problems rarely shift (they continue to seek solutions to the same challenges they’ve always had), it’s customer expectations that have skyrocketed with the rise of new technology. Customers want their original problems solved, but faster, cheaper, and more effectively than ever before. So, while customer problems change slowly, you must move to solve them at lightning speed.
However, not just any action will suffice. Hasty decisions based on uninformed opinions can lead to more mess and misfortune than you wish to imagine. Winning organizations have discovered that the secret is to engage customers and co-create business innovations together with those customers, thereby continuously transforming how they work and what they deliver.