The aim of every brand should be to delight the consumer at two critical "moments of truth" — when they buy a product and when they use it. To achieve this goal, we marketers need to put the consumer at the center of everything we do: we need to realize that the consumer is the boss.
In realizing this basic fact, we must open up to information from all sources, not just from within our own organization. If the consumer is the boss, then information is king, and to get the information we need, we shoudl tap into past and present customers, suppliers, and even competitors. The more people we talk to, the more ideas. The more ideas, the more innovations. The more innovations, the more solutions, and the more we will delight our bosses (the consumers) at the critical moments of truth.