FAQ

❓ What is the BANI model and why does it matter for customer understanding?

Answer: BANI stands for Brittle, Anxious, Nonlinear, Incomprehensible. It describes today's world where change is constant, unpredictable, and emotionally charged. Understanding BANI helps companies, organizations and individuals rethink customer relationships beyond traditional, stable models.

❓ How is BANI different from VUCA?

Answer: While VUCA (Volatile, Uncertain, Complex, Ambiguous) focused on macro-level systemic uncertainty, BANI brings the experience closer—highlighting emotional, fast, and fragmented change that affects both customers and providers more directly.

❓ What does "customer reinvention" mean?

Answer: Customer reinvention means rethinking how you view and work with customers—not as passive recipients, but as active co-developers in a fast-changing world. It requires new thinking, tools, and shared practices that reflect the BANI reality.

❓ What is "Twin-style" and how does it help in the BANI world?

Answer: Twin Style is a method of combining creative design and real-world testing in parallel. Instead of designing first and validating later, both happen simultaneously—helping you stay in sync with constantly shifting customer needs.

❓ Why don't traditional customer practices work anymore?

Answer: Traditional customer tools often assume stability and linearity. In BANI environments, these assumptions break down. Fragmentation, emotional reactions, and unexpected shifts demand more adaptive, shared, and real-time ways of working.

❓ How can I start rethinking my customer approach?

Answer: Begin by questioning old assumptions: Are you designing for customers, or with them? Do your tools reflect today's fragmented and anxious reality? Explore models like BANI and practices like co-reinvention to stay relevant.