Focus on the customer, not the product for successful marketing

Many organisations still struggle with a fundamental issue. They are not truly customer-centric. In this thought leadership video, Joerg Niessing, Senior Affiliate Professor of Marketing at INSEAD, explains why product-centred business models make differentiation harder, and why future-proof growth starts with focusing on customer value, not products. 🤖 Joerg highlights how data, technology and AI should support value creation, rather than dictate strategy. 🔍 In this video, you’ll learn: - Why product-centric models limit differentiation - What it means to adopt a customer-centric, solutions-focused mindset - How value is created through understanding, co-creation and delivery - Why identifying where value lies must come before investing in AI and technology - How data and AI can be leveraged to build better customer experiences and future-ready business models 🎓 These ideas are explored in depth in the Leading AI and Digital Marketing Strategy programme at INSEAD, designed for senior executives navigating customer-centric growth in an AI-driven world. 👉 Learn more about the programme: https://www.insead.edu/executive-education/marketing-sales/leading-ai-and-digital-marketing-strategy-new #INSEADExecutiveEducation #CustomerCentricity #AI #DigitalMarketing #BusinessModels #ThoughtLeadership #Leadership #DataDriven