Are You Really Innovating Around Your Customers’ Needs? – Sunil Gupta 
Every company believes it is customer-centric. However, most of them are product- and service-centric first, focusing on how to enhance their offerings rather than putting themselves in their customers’ shoes. To come up with truly innovative customer-centric ideas, companies must 1) Understand the problem the customer is trying to solve; 2) Identify and eliminate pain points; and 3) Look beyond their products.