In this episode of the Start Taking Forward podcast, our special guest Chris Hood, a digital oracle with over three decades of experience, shares his insights on customer transformation and the importance of aligning businesses with evolving customer needs. Chris emphasizes that businesses should prioritize customer expectations and aspirations, rather than solely focusing on digital transformation. He also highlights the need for a culture of innovation, where everyone in the organization feels empowered to contribute ideas and accepts failures as part of the process. Chris introduces the seven-stage strategy for customer transformation and explains how it helps organizations stay connected with their customers. He also provides advice for startups, emphasizing the importance of understanding the customer and solving their problems. The conversation explores topics such as psychological safety in fostering innovation, the distinction between digital transformation and digital acceleration, and the significance of purpose-driven technology. Chris discusses the misconceptions around artificial intelligence (AI) and cautions businesses against investing in AI without understanding its purpose or their customers' needs. The episode concludes with Chris highlighting the need for intentional technology integration in businesses and promoting his book, "Customer Transformation."