Jarmo Markula

Hi, I'm Jarmo.
I've traveled a long road in business — especially in the world of customers and customer relationships. Over the years, I've gained customer perspective from many angles: product and service development, marketing, sales, and leadership.

I've also worked as a consultant, which gave me the chance to dive deep into long-term customer development — especially when the goal is to drive innovation and renewal.

Lately, I've focused on the BANI world and reinvention thinking. They've opened my eyes to just how big the changes really are — also from the customer and relationship perspective. While many basics stay the same, many old models and practices no longer work as they used to.

This site aims to highlight familiar themes — but through fresh eyes. The world is changing, and so must our thinking, actions, and tools.