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I don't really like to talk specifically about customers by name - but we work with nearly all the leading manufacturers of consumer products worldwide and at quite a detailed engineering level.

Your company is a product. Who are its customers? Your employees, who use it to do their jobs.

Our development strategy is based on a deep understanding of our customers. They want high-quality products and good service.

When you know who your customers are, that can give you an edge on the competition.

What the customer demands is last year's model, cheaper. To find out what the customer needs you have to understand what the customer is doing as well as he understands it. Then you build what he needs and you educate him to the fact that he needs it.

Even if someone is already in your market space, ask yourself whether you can approach it from a different angle and thereby secure your own customer base.

When you're thinking about your next product or current product and wondering how to make it different so you don't have competition, understand the job the customer needs to get done.

We all have jobs in our lives that we must get done. We reach out and bring products into our lives to get these jobs done. Marketing is all about asking, 'What job is the customer trying to accomplish?'

You've got to keep reinventing. You'll have new competitors. You'll have new customers all around you.

Companies cannot really see beyond their current customer base. They explicitly or implicitly do things to protect their current customers. And the last person to want real change is your customer. This is why most new ideas come from small companies that have nothing to lose.