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Brain Circuits

What lights a fire within your company?

IbyIMD+ Published 30 June 2021 in Brain Circuits • 2 min read

Looking at what drives companies to transform their belief systems to be customer-led we have identified a quality we call “burningness”. This is when you feel something so strongly it is like you are on fire. It is a necessary force to compel companies to change. 

When you have this state of burningness it flips your risk calculations. Normally, the safest thing to do in business is to keep doing roughly the same things that brought you success and the dangerous thing is to try something bold or something different. But if you’re on fire then the status quo is untenable – your only option is to take a bold step in a direction that looks promising. In our experience, an absolute prerequisite for successful customer-led transformation is burningness because customer-led initiatives are otherwise too hard to justify in advance. 

So how do you create or…

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