I believe in this potential of customers to do more than just buy stuff. Groups of connected, passionate people who know a lot about a product can be useful in crafting new experiences, driving lateral innovation, or even as a real-time research lab. Marketers that don’t see customers as an asset are ignoring a very valuable resource.
Ultimately missing this asset could be a very large expense.
Check out Napkin Labs’ Guest Blog Post // Your Most Valuable Asset May Be Lying Dormant by Saneel Radia