Customer Insight Is A Waste Of Time — And Has Never Been More Important

Our current model for understanding customers is designed to serve a different system of problems, resources and events. What we need is a customer strategy where the customer is embedded into our processes with immediate feedback loops. Where we probe experiences, solutions and jobs not ask opinions.

“When the problems we pose to solve are different the fabric and format that fuels our imagination needs to be different.” — Helge Tennø