The real value isn’t in what our products or services do but in who our customers become when they use them and engage with us.
It’s not about adding more features or benefits. It’s about transformation.
Who do they want to become? What’s stopping them? Internally and externally. How can we help them get there?
This approach changes everything:
- Our strategy and tactics
- How we create
- How we communicate
- How we serve
- How we measure success
We need to keep asking…
Are we just selling stuff? Or are we enabling transformation?
The answer shapes our impact.