Forget everything you knew about sales and marketing. Today, the customer is in the driver’s seat of digital transformation.
Henry Ford may have mastered the art of building affordable cars for the masses, but his oft misquoted quip that ‘a customer can have a car painted any color he wants as long as it’s black’ would have fallen flat in today’s customer centric digital world.
Like Ford’s early customers, most consumers had little choice until recently but to accept the off-the-shelf....