Customer Theme Articles
Explore selected articles on how the concept of the customer is evolving in today's complex, BANI world (Brittle, Anxious, Nonlinear, Incomprehensible).
1. Customer Transformation & Roles
Customer – a New Level in a BANI Era!
Customers today are not just consumers—they are agents of transformation. With habits and preferences constantly shifting, products and services must support ongoing adaptation and personal growth. Using food as an example, the article illustrates how transformation, not mere consumption, is the new foundation of stability.
Key Takeaway: Customers thrive when businesses co-create value that supports continuous change.
[Read more here](LinkedIn article)
Jobs-to-Be-Done → Change-to-Be-Done
This article introduces the "Jobs to Be Changed" (JTBC) concept as a crucial step in the BANI world. Traditional Jobs-to-Be-Done models focus on outcomes, but JTBC emphasizes first recognizing what in current routines, habits, or roles no longer works. In a world of constant change, anxiety, and shifting identities, customers often cannot clearly define their needs or desires. JTBC provides a safe, practical starting point: notice what's not working, explore options, and practice adaptability. This approach positions customers as active participants in their own transformation, bridging survival and thriving in the BANI era. Key Takeaway: Transformation in a BANI world begins by noticing what no longer works, enabling customers to adapt, co-create, and thrive.
[Read more here](LinkedIn article)
Customers – Slaves or Heroes
Navigating complexity in a BANI world turns customerhood into a "mega job." While risks of overload exist, customers can also act as empowered heroes driving change. Businesses must shift from serving to supporting and treat customers as partners.
Key Takeaway: Empowered customers transform challenges into opportunities for co-created value.
[Read more here](LinkedIn article)
2. Understanding Customers & Research Methods
Your Customers' Reality – Unknown?
Old research methods no longer capture the dynamic reality of modern customers. Immersive Customer Reality Events allow businesses to uncover unspoken needs and support evolving journeys in real time.
Key Takeaway: Transformation is the new transaction; truly understanding customers requires co-creation.
[Read more here](LinkedIn article)
The Evolving Persona: Redefining Customer Understanding
Static personas fail in a world of constant change. Customers and organizations should be seen as evolving processes. Using Reality Events, businesses can observe behavior across contexts and co-create offerings that adapt with the customer.
Key Takeaway: Treat personas as living maps, reflecting who customers are becoming.
[Read more here](LinkedIn article)
3. Extended Applications
City and Customer in the BANI Era
The principles of customer focus extend to urban design. Agile, collaborative cities using digital tools and AI can anticipate needs, personalize services, and co-create with residents.
Key Takeaway: A customer-centric mindset can transform communities as well as businesses.
[Read more here](LinkedIn article)