Armed with digital technologies and the data they generate, businesses have everything they need to understand their customers better than ever. But are organizations making the most of that potential? In this issue of Dialogue, our Focus section looks at how leaders can create truly customer-centric businesses. In the digital era, how can leaders learn to see their businesses from the customer’s perspective? How can they understand their customers’ needs – their jobs to be done, or the outcomes they are seeking – and orient around those requirements to recast their relationship with customers? How can customization create differentiation from the competition? With new technologies creating endless possibilities, we also consider how leaders can more profoundly reimagine their offer to customers. And in a world where so much of business is mediated through an ocean of ones and zeroes, we ask, how are expectations of client relationships changing?