Sara Kanz of Intuit says that focus on the customer will give great business results. 3 ways:
Enable everyone to feel customers' pain, everyone. Deep customer empathy. Not through surveys. Spend time with people. Intuit uses "follow me homes." Observe, not only how they use products, but their daily lives. Observe, don't just interview. What people say isn't what they do. Observation is where surprises come, and surprises lead to insights.
Teaching framework to convert customer insight into action. The framework at Intuit is called Design for Delight. Encourage people to get lots of ideas to try and find the good ones. Get diverse people for brainstorming, not just the traditional idea of diversity, but diversity of business units, locations, and more.
Rapid experiments with customers. Lots of experiments that can be run, but the goal is to learn fast. Build as little as possible to learn as much as possible.
Measure customer benefit. You get what you measure. The improvement is what matters to the customer, not the business.
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