Customer Centricity

Fixing the Now is fine. But not at the expense of creating the Next. Every day, thousands of very smart people at excellent companies devote vast amounts of time and energy to tasks that feel important but really aren’t. 

Across industries, leaders are recognizing that they can’t achieve outsize growth simply by drumming up mass demand through product innovation and new loyalty programs. In this article, Dev Patnaik explains how the rise of microtribes and niche preferences necessitates a fundamentally new approach to innovation.

Customers and employees increasingly want companies to have purpose and values that align with their own. But recent controversies prove that companies that try to appeal to everyone end up appealing to no one. Dev Patnaik explains in Forbes what those companies are misunderstanding about purpose and how they can become truly purpose-driven.

Customers increasingly want brands to take stands on social and political issues. Dev Patnaik writes in Forbes how companies can focus on developing the three pillars of strategy, culture, and leadership to connect with customers authentically.

These days, once-loyal customers threaten to abandon brands like Starbucks, Chipotle, and Dunkin Donuts over unwanted changes to their rewards programs. Colleen Murray explains why the best loyalty programs don’t revolve around free perks and discounts.