We think of businesses as both economic drivers and social value creators. In order for your business to operate efficiently, win in the marketplace, and meaningfully contribute to society, you need to have perspective on your customers. This means understanding your customers better than they even understand themselves. With this understanding, you can better align your activities—every touchpoint, effort, and function—with your customers’ goals and needs. You can make decisions with clarity, foresight, and intent. And best of all, you can achieve greater growth and performance.