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Most businesses design strategy, products and customer relationships with an overbearing inside-out perspective.

Instead, look beyond your company view of the world and understand the view from other stakeholder perspectives.

Research Report, Chief Marketing Officers whose performance ranked them in the top quartile used Vo C programs a whopping 68% more often than their lower performing peers.

It’s been my experience that most companies think they know what their customers’ want—and more often than not they are either partially correct or incomplete.

If you don’t already have a Vo C program, here’s a 10 step approach and some best practices to get you going.