New Needs, and a New Playbook: Why Putting Your Customers First is Key to Growing Global Business` The article highlights the importance of putting customers first in business transformation, especially in today's tech-driven world where human experiences are becoming increasingly customized. Companies that prioritize their customers' needs and emotions will be more likely to succeed, as they can connect with their audience on a deeper level. By starting with customer experience and working backwards towards technology, businesses can create a human-led strategy that leads to growth and success. This approach involves deep listening, empathy, and understanding the customer's real-life contexts, rather than relying solely on data or corporate jargon. By adopting this mindset, companies can transform their approach to customer service and become more adaptable to change, ultimately standing out in a crowded market.