Author: Chip Bell
Organizations need to offer customers breakthrough products, services, and solutions to effectively compete in today's innovation-hungry economy. The challenge is that customers often don't know precisely what they want.
In this book, Chip Bell advises developing co-creation partnerships with them, fulfilling customers' hopes and aspirations, not just their needs and expectations. Using examples from organizations like McDonald's, DHL, Marriott, Lockheed Martin, and many more, Bell shows how co-creation partnerships enable you to tap into the treasure trove of ideas, ingenuity, and genius-in-the-raw within every customer.
