A better method for discovering real insights – The DPV approach begins the process of strategic exploration and rejuvenation with a unique methodology called becoming the customer. This approach is designed to avoid both the Internally-Driven and Customer-Compelled traps and mistakes reinforced by the conventional paradigm. Becoming the customer helps organizations think outside of both these boxes. It is a systematic, deep study of the behavior and experiences of your customers, to uncover and creatively infer non-obvious strategic insights.

In the DPV approach, this is done by capturing virtual “videos” of current typical experiences customers have now – a series of “days in the life” of customers. This Video One considers what happens today. The business then discovers and imagines a significantly better, but potentially feasible, “Video Two.” This method aims to help managers inferentially conceive the potentially most valuable experiences for customers, even though the customers themselves often have no inkling, yet, of those potentially better experiences.