What is the one question you should be asking your customers that will completely change the way you think about your business? Similar in power to Levitt’s famous “What business are you in?” question, this new question, “The Ask” will revolutionize the way you think about customers and their value. Author Michael Schrage, a Research Fellow at the MIT Center for Digital Business, explains what “The Ask” is and, why is it so powerful? Along the way he shares examples from Apple, Dyson, McDonalds, the pharmaceutical industry and more who have reaped the benefits of how organizations can and should create value.