Today, organizations need to be able to execute at the pace of global change. Those that adapt to trends before their competitors can create a defensible advantage. But firms may not be able to do this unless they have access to real-time market data and can rapidly align their organizations to the new priorities. Too often, legacy processes prevent companies from having that agility.
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We try so hard to guess what customers want — spending vast sums on CRM, analytics and market research — that we often forget to just ask them. Query your best customers regularly to see what they’d like to learn more about. It may be a product feature, or it may be a business concept, or it may be a set of best practices — something other customers would like to learn about, too.