This book will enable you to crack the most significant challenge in business: applying and maintaining a constant outside-in perspective.Stop focusing on customers and expand your worldview to users. All you have to do is fulfil the needs of users.Following user needs creates a new compass for your business to navigate by. Based in Shanghai, Jacob Johansen facilitates the transformation of brands and organizations. This book builds on his experiences remaking some of the world's most influential companies. In "From Customer to User," he shares his provoking and groundbreaking principles for the business organizations of the future.