Harvard Business Review

Improving the practice of management and its impact in a changing world.

Articles from Contributor

Put Yourself in Your Customers’ Shoes

If your company is looking to innovate, don’t waste time analyzing market research reports and delving into customer data. What customers say they will do is not necessarily what they end up doing. Instead, put yourself in your customers’ shoes. Observe them using products and watch for frustrations they may not even notice. Don’t …

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