Who Do You Want Your Customers to Become Quotes

“Visionary organizations that value innovation should have simple customer vision statements. They need to imagine—and articulate—who and what their customers should become.”
― Michael Schrage, Who Do You Want Your Customers to Become?

“Innovations that forgive—or, at least, ones that won’t make users feel bad—suggest a design philosophy sensitive to placing unnecessary demands. Organizations need to be very careful that their innovator’s asks aren’t interpreted as innovation demands or requirements. Tone matters. “Take it or leave it” innovation effectively asks customers to become compliant and obedient. An ask should be different than a request or command.”
― Michael Schrage, Who Do You Want Your Customers to Become?

“Instead of calls to action, the most innovative user experiences may be calls to inaction. (Design of default options is exceedingly important and superbly discussed in Richard Thaler and Cass Sunstein’s excellent Nudge.21) Web usability guru Steve Krug provocatively articulates this design sensibility in his heuristic, “Don’t Make Me Think.” Often the best way to get customers to appreciate an innovation experience is by not making demands on them. Don’t get in the way by offering to help. Engagement sometimes undermines a quality user experience. Eliminating choice frequently proves to be the best possible design choice. Because customers often prefer “mindless choices,” says Krug, minimalism is a virtue.”
― Michael Schrage, Who Do You Want Your Customers to Become?