Is someone, or some team in your organization, acting on this question? I hope so, because right now, as you’re reading this, your competitors are. Those you know about, and those who aren’t yet on your radar screen. Those you directly compete with today, and those you soon will.
• Are you looking past customers’ obvious needs – beyond the pills, the community outreach, the procedures, etc.?
• Are you imagining beyond your current “industry ” offerings to satisfy their desires in unconventional ways – looking to make new combinations and connections, and to outside industry role models and influencers for inspiration?
• Are you committed to reinventing your customers and your company – beyond new products to new business models, markets, ventures, experiences, services, partners, channels, conversations?
Who’se doing the dreaming, exploring, imagining, creating, prototyping? Do these words describe you, someone else, or some team in your organization? Hopefully, the answer is yes. Because if they don’t, irrelevancy is closer than it appears.