Customer problems expire. Aspirations endure.

They told me I should fix customer problems. They were wrong.

Sure, it’s good to solve problems.

Being effortless, seamless and cheap adds value. But it's not how you win the match long term. Because in the game of customer perception, being the least annoying is table stakes.

And problem-fixing loyalty only lasts until someone solves it faster, often with the same AI and consultants you used. 

At that moment margins erode. Customers switch.The race starts again.

And you keep chasing the puck.

Identify what humans really crave beyond the immediate problem. And help them get it. 

Yes, in the short term the problem-solving challenge remains. But when others catch up, I’m already skating ahead. And I take the customers with me.

• What are my customers’ real aspirations? Tip: they’re deeply human - even in B2B.

• How do we help them get there? Tip: it’s as much about identity and emotion than rationality.

• What is the first pragmatic step I can take? Tip: it’s often something your teams already get right, amplified.

Then let’s talk about building premium profit by enriching lives. True transformation beats incrementalism every time.