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Kim & Mauborgne, authors of Blue Ocean Strategy talks about the value of understanding customers for creating a good strategy. Exactly what I do with Strategy in my work.
Tucked within the story of Quicken is a crucial lesson: if executives want to get it right, they must use their eyes. “Seeing is believing” - and it is what allows managers to achieve strategic insights and to act on them with speed and conviction.
Over the past seven years, Insead has studied more than 30 path-breaking companies across the globe and their less successful competitors. One of our most striking findings is that the best business strategists see things first-hand. They do not rely on numbers or market research studies of what matters to customers, but go and watch customers using their products and services and tirelessly try them for themselves.