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Abstract
Historically, companies have tried to influence and figure out their customers'' needs and wants by using the carrot and the stick approach. However, some companies are having success with a third approach--using social norms and the power of the group. This guest column by Frances X. Frei, an assistant professor at Harvard Business School, can teach you a new way of looking at your customers to tap into what they really want.
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Abstract
Historically, companies have tried to influence and figure out their customers'' needs and wants by using the carrot and the stick approach. However, some companies are having success with a third approach--using social norms and the power of the group. This guest column by Frances X. Frei, an assistant professor at Harvard Business School, can teach you a new way of looking at your customers to tap into what they really want.