Trends Report

The 2020 Leader

You Can't Give What You Don't Have

April 24th, 2019
With contributors:
Keith Johnston , Samuel Stern , Olivia Morley , Rachel Birrell


Achieving customer obsession makes your company better in every way, but customer obsession doesn't happen on its own. It requires leadership that puts the customer at the center of your organization's strategy and operations. Are you that kind of leader? You can't give your organization, your customers, and your shareholders what you don't have. Read this report to determine what you do and don't have. Then, assemble your own personal board of directors to grill and guide you to improve what you have so that you can give more of it.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.