Strategies for implementing customer innovation

Patricia Seybold, in her new book Outside Innovation: How Your Customers Will Co-design Your Company's Future, offers some valuable strategies that your company can use to implement customer-focused innovation. Of course, if you're going to place customers at the center of your innovation initiatives, you can no longer sit in your cubicle dreaming up new product ideas and tossing them over the wall to product development and marketing. No, you actually have to engage with your customers and prospects. But how? Patricia offers these recommended strategies.