In this episode, I talk with Michael Schrage about designing customers and running experiments in the world of book publishing.
Michael Schrage is a visiting fellow at MIT and the author of several books including Who do you want your customers to become? and The Innovator’s Hypothesis.
In the first half of the interview, we talk about an better way to think about customers and why cheap experiments are than good ideas. In the latter half, we apply these ideas to readers, authors and the world of book publishing.
Books By Michael Schrage: