The rate of disruption and change may have convinced you that the old rules of business no longer apply. At least one - and perhaps all - of the speakers at your last professional conference fueled your growing fear with their admonitions to unlearn and reinvent or become obsolete.
The selling of a new idea is, at bottom, a story told to customers. A persuasive story is built on insight into who customers are and how they behave. Orientation to that behavior produces clarity about what the organization wishes to be.