To Create True Innovation, Consider Who You Want Your Customers To Become

MIT fellow and author Michael Schrage says entrepreneurs are thinking about innovation all wrong. It's not about transactions; it's about transformation.

Michael Schrage may have minted a cliché: “Who do you want your customers to become?”. The title of his new e-book, the query is a tool for understanding why some innovations–and the companies that make them–become a part of our lives, while others don’t.

Fast Company recently spoke with the MIT fellow about why innovation is an investment in the customer, why changing values is more important than adding value, and why the business world is getting customer centricity completely wrong.

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