Customer Insights

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Category Design ArticleBanners_Eng
Product & Market

Category design and the interplay with go-to-market

Category design is a rather young business theory that originated in Silicon Valley. The aim is to create new marketing channels – i.e. categories – by innovators tapping into niches.

VIP Regular Customer
Customer Relation

How to turn a customer into a regular customer

Why are some organizations and leaders able to turn a customer into a regular customer and others are not? People don’t become regulars just because you offer them something. It’s more about why you are making the offer in the first place and how you present your offer.