Create Strategic Discomfort & Excitement

Sandra Vandermerwe

Chapter Breakthrough 1 in Breaking Through, 2014, pp 17-40 from Palgrave Macmillan

Abstract: Abstract The customer-centric champion or catalyst needs to make sure that, initially, the right people see and feel the need for change, and to do things differently, and are able to articulate why. Dispensing with old-fashioned minds and models, seeing and sensing the future they may invent and involving ‘points of light’ — the positive energy forces who will give the transformation the impetus it needs.

Keywords: Market Share; Frugal Innovation; Chief Marketing Officer; Spare Playing Time; Customer Centricity (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-39551-1_2

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DOI: 10.1057/9781137395511_2

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