Great innovators don’t just conceive new products, they reconceive the customers for those products. 

We’re in the middle of one of these great transitions in who we are, and what society will become, driven first by the internet, and now the smartphone. Our always-on culture turns us into a different kind of people. Google, Apple, Amazon all are great companies because they change our expectations about what is possible and how we live.

 If you aren’t asking your customer to be someone different, it’s likely that your business and your products aren’t very differentiated either.

– Michael Schrage