The course introduces participants to customer focused business thinking, useful frameworks, and methodologies, within the markets, technologies, and methods of the 21st century. Successful firms are those that pursue objectives, employ resources and invest in the future of an organization to satisfy the long-term needs of customers better than competitors. These ideas apply also to not-for-profit institutions and public sector organizations. We will explore the notion of customer focused value creation in the contexts of a steady-state firm and of a new (tech/science driven) venture. Learn how to identify and measure customer (unmet) needs, determine which customers a business can and should profitably serve, decide on the appropriate products and services to offer to selected customers, and analyze the optimal market position. We will then determine appropriate methods to communicate, to capture, and to deliver value. Finally, we will discuss the creation and maintenance of a loyal customer base.