“Technical teams,
especially, need this.”

Sony’s founder, Akio Morita and his team built twelve separate, major, disruptive businesses between the years 1950 and 1982. How did they do it? In part, they used a deceptively simple research technique for understanding their customers, one that is often missed by marketers today. I wrote a post for the University of California Santa Cruz […]

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Harvard Business Review
Selected for "Aspiring CEOs" reading list.

Now Translated for China. Great companies know their customers so well they anticipate their needs. Based on 50 years of industry research — these are the strategies they use to stay ahead.