Michael Schrage argues that product strategy should shape what customers become, not just deliver features or value. Companies that design for customer transformation create deeper meaning and build more equity value than those focused on functional automation alone.
There's a Harvard Business School professor named Michael Schrage who wrote this wonderful book called Who Do You Want Your Customers to Become? And I think that's a great way for us to put into the market not just what they can do, but what they allow our customers to then be as a result of the interaction with it or their effect on them. That is how we can create things that not only can do automation or create market value, but also create meaning because we'll be able to have institutions and people who are getting better because of it. SP3. Who do you want your customers to become? And what do you imagine being able to enable for them? If we keep that dream front and center, I think we can create much more meaningful products that will probably also create a whole lot more equity value for us.
