Public Clock Photography by Arjan Richter | Flickr

Businesses are continually challenged by the ongoing digitization and the need for sustainable value creation. Because of this constant change successful growth depends heavily on the ability to build meaningful customer-product-relationships. These relationships will produce vital knowledge and insight for innovation and growth.

In order to develop such relationships companies must become customer-centric. This means that they have to make their business relevant for their customers. The problem lies in the fact that most products are no longer distinct. Relevance should therefore derive from other factors.

The key is to empathize with customers in order to gain an understanding of the user-context and knowing whether it is purpose, story, lifestyle or likability that makes the relationship tick.