Click here to read the article.

The podcastprovides an overview of David L. Rogers' book, "The Network Is Your Customer", which argues that businesses must shift from traditional marketing to engaging with customers as interconnected participants in digital networks.

The book details five key strategies—Access, Engage, Customize, Connect, and Collaborate—to achieve this, illustrated with numerous company examples demonstrating their successful implementation.

These strategies involve providing easy access to services, creating engaging content, personalising offerings, fostering customer communities, and actively involving customers in co-creation.

The podcast also explores the underlying network science principles supporting this customer-centric approach and offers guidance on building a customer network-focused organisation.