These days, most successful companies do fairly well at understanding the typical needs of their customers. And they have a passable understanding of how to engage them. In a highly competitive environment, however, new market leaders must find a way to know more, to uncover high-value customer needs that are not common knowledge. Every major buyer has motivators that remain unarticulated, and can’t be captured by conventional market research.
We are particularly interested in comments regarding the relationship between customer intimacy and competitiveness.
