Creating Insanely Great Customers is a step-by-step guide to transforming your company into “Always-On Innovation”. It uses Agile / Lean practices to focus, align and integrate strategies for innovation, customer engagement and process management in the areas that produce the greatest future value for you and your customers.
We are in the midst of a Perfect Storm of continual and interconnecting innovation that is disrupting companies and industries. It is accelerating the dialogue and pace of innovation, and blurring the boundaries between how we innovate and how we engage customers. It's not surprising then that at the top of almost every CEO's priority list are three things: innovation, customer engagement and operational efficiency.
Yet for most companies, progress isn’t coming fast enough. Why not? Because surviving a market driven by a disruptive storm of continual innovation requires one thing, accelerating the value you create for your most visionary customers, the Insanely Great ones. To do that effectively requires something most companies haven't done, align and integrate their strategies for innovation, customer engagement, and operational effectiveness. That is the work Creating Insanely Great Customers helps you do.
Mike is a recognized author, analyst, speaker and consultant in digital strategy, innovation, transformation, and leadership. He is the author of “Competing for the Digital Future | A Leadership Program for Digital Strategy and Transformation, and the book, “Creating Insanely Great Customers | Always On Innovation”. As a founder and principal of Spice Catalyst, Mike develops and leads digital strategy, transformation, and leadership training programs for entrepreneurs, executives, product and marketing managers.
Paperback: 95 pages
Publisher: SPICE CATALYST MEDIA (April 14, 2014)
Author Mike Connor takes the concepts of customer development and puts them on steroids--imploring us to focus on a small number of "insanely great" customers instead of those who value the status quo.
With a simple step-by-step approach, Connor helps you identify insane great customers, create an environment of "always on" innovation, and leverage today's technology to stay engaged with customer needs.
Peppered with many stories from his days at Apple plus case studies from other companies, Connor explains how to capture insights at each stage of the customer journey.
Of particular note is his view of content marketing. So many companies pretend to be industry thought leaders but deliver product information instead. Connor reminds us to add our voices to the customers' conversations--in LinkedIn or Facebook or Twitter or wherever your customers are engaged with one another. Nobody likes to be sold to!
And to do this well, you and your company must have a passion for the business you're in.
quick and satisfying read
There is a lot written about creating great companies, but dramatically less about how to create great customers, customers that fuel your company’s innovation engine and help drive it to greatness. This book does that.
“Creating Insanely Great Customers”, is an articulate and quick framework on how to build great products and great companies by building a collaborative partnership with your top customers and partners in today’s fast evolving environment.
I worked with Mike Connor several years ago when we were both in business development. As I read the book, I realized it really resonated with the way I think about business partnerships.
Super helpful, a great framework for innovating with customers
Mike Connor's breezy style perfectly captures the Apple approach to creating value, along with what he's learned since in a variety of consulting assignments. While many executives chase every possible customer, Mike argues for the value of focus and partnership.
Creating Insanely Great Customers talks about the importance of identifying customers who will do more than pay our bills. He wants those who will challenge us to do more than we planned, more than we thought we could. He wants the ones who want partners instead of vendors, demand we get immersed in their businesses, and will work with us to build not just added value but brand new value.
Mike explains the Lean and Agile principles he's brought to marketing: identifying possible solutions, developing just enough to evaluate the ideas, then working with customers and their customers to test effectiveness. He stresses the importance of solving the whole problem for customers - something that takes a deep understanding of their situations.
I got an idea or two that I want to try out of every chapter. It was a fun read.