Courtesy of Jeremy Gutsche
Meet Your Customer
General Motors was surprised when the Escalade, an SUV targeted at older, affluent males, became an icon for hip hop culture. To learn about his new customers, Cadillac's head of external design went to a gritty corner in Detroit, waited for an Escalade to roll by, and asked the driver if he could join him.
Lesson: Customer obsession can be the fastest ways to gain perspective.
