The process leading us to the Customer Transformation Strategy.

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How we did it: the customer transformation

A customer transformation is where the Company changes its methods, processes and outcomes responding to demand from its customers and employees [it’s people] (1).

Helge Tennø
Everything New Is Dangerous
6 min readFeb 16, 2025

Compared to a ‘digital’ or ‘business’ transformation which are led by a need to “retool”. A customer transformation is led by an internal (employee) and external (customer) demand for change.

Poster with quote by Shoshana Zuboff.
Professor Emerita Harvard Business School Shoshana Zuboff argues that meaningful change in business is driven by responding to demand from customers and employees.

It’s time to transform to how we transform

Since Digital and business transformations are failing at an surprising rate (88% of transformations fail or underperform according to Bain & Company (1), accounting for nearly 625 billion dollars in lost transformation investments according to Michelle Gilboy’s back of the napkin math (2). A similar number to where we were already in 2019 when the estimate loss was 900 Billion (3)).

Technology and data-led transformations don’t work. Because they don’t know where they are going or why.

Many of them are simply built on the goal of “more” (e.g. “to win in the future through…

Helge Tennø
Helge Tennø

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It is really very interesting and informatively described, it is amazing how easily a person who knows his stuff can explain everything so easily and accessibly, thank you for your article, it was interesting to read

Interesting insights!

This new version of our concept value test can be completed in a 60-to-90-minute interview

Interested in your take on automating user interviews with a tool like Validly.app, we built it to help product teams learn quickly - believe it could do steps 1-3 you’ve outlined. Except you could run 100s of interviews simultaneously.