Dreams Quote by Michael Schrage
““Visionary organizations that value innovation should have simple customer vision statements. They need to imagine—and articulate—who and what their customers should become.””
About This Quote
Source Book: The Innovation Playbook, 2018
Successful innovators keep a clear, simple vision of their customers’ future to guide development.
In simple terms: Simple customer vision drives innovation.
Key Takeaway
Define a concise future customer picture.
Themes
innovation
customer focus
vision
Mood
inspirational
pragmatic
Type
guidance
philosophical
When to use this quote
- product development
- marketing strategy
- startup pivots
- customer research
Key Concepts
design thinking
strategic planning
Questions to Reflect On
- What does your ideal customer look like?
- How can you keep the vision adaptable?
A Different Perspective
Over‑simplification may ignore diverse needs.
