The bestselling author of Relationship Economics shows why companies must co-create value with their customers in order to lead the field.

In our hyperconnected—and hypercompetitive—economy, it’s not enough to just “listen” to your customers anymore. Consumer expectations in pretty much every area of life have soared, thanks to disruptive new technologies and ever-increasing choice. Upstarts such as Warby Parker in retail and Stripe in payments, as well as the resurgence of innovative veterans like IBM (in cognitive computing) and Toyota (in fuel cell technology), offer not only peak experiences, but the ability to adjust those experiences in real time, as our preferences change. So leading companies are collaborating with their customers at every stage of new product and service development, not only to ensure that users are happy with the outcome (and tell all their friends), but that they continue to create value by adding personal data, sharing feedback, and suggesting improvements.

The resulting community of users provides a rich trove of data and insight for the company, is naturally more invested in its future, and is less likely to leave it for a competitor. Business relationship expert David Nour shows how to effectively execute this co-creation, nourish your own user community, and ensure that your next offering is exactly what your customers were waiting for.