The CMO special report on innovation has a great interview with Jim Stengel – the CMO at P&G. His take: “Put the consumer at the center of all we do”.
This sounds so obvious, yet so few companies message or position products that way. Go browse a lot of web sites, especially tech company web sites – and you will find that many of them put either the product at the center of their communication or worse, their company and it’s divisions.
Besides enabling consumers to better associate with your offer, Stengel sees a few other benefits from living the customer-centric moto:
- Tremendous effects on culture – with people being out of the office more and working together in unexpected situations.
- It galvanizes teams on what’s really important
The article has some other great insights and is definitely worth the read.