Who is the customer?
A market is a job and a job executor. This is all we need to know to understand the answer to the question, “Who is the customer?” To better explore this question – let’s begin with this: The goal of innovation is to help a customer to accomplish a job perfectly. Question: Who gets to say what “perfect” is? Answer: The customer (of course). Question: Who is the customer? Answer: The person executing the job. We innovate for the person…
