There are two groups that companies probably know pretty well:

1. their customers
2. their competition.

Because they pay a lot of attention to both right from the start: target group analysis, sales pitches, customer journey, competitor analysis, tracking, clustering… and so on. The idea behind it: the product must fit 100%! Then we’ll be successful – and better than the competition.

This thinking certainly has its justification. In 1980. Today, it’s outdated. Read more