Customer - a New Level!

In a world that is Brittle, Anxious, Nonlinear, and Incomprehensible, the traditional view of the customer no longer fits. Today's customers are not just users or consumers—they are agents of change. To thrive, both customers and those who serve them must shift from consumption and transactions—to transformation. It's time to reinvent what it means to be a customer—and how we design for them.