Every company believes it is customer-centric. However, most of them are product- and service-centric first, focusing on how to enhance their offerings (e.g., adding services to gas stations) rather than putting themselves in their customers’ shoe. In this article, Sunil Gupta, from the Harvard Business School, describes three ways companies can come up with truly innovative ideas by thinking about customers first.

Are you really innovating around your customers’ needs?