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Customer strategy|Attract New Customers Without Alienating Your Old Ones
Customer strategy

Attract New Customers Without Alienating Your Old Ones

Use this framework to mitigate the risks. by Ryan Hamilton and Annie Wilson

From the Magazine (July–August 2025)
Tadao Cern

Summary.   

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In response to the intense pressure to grow, many companies seek new kinds of customers. A broader customer base seems as if it should always be good for business: More buyers mean more revenue and higher market share. The North Face followed this path to growth in the 2010s, for example, when it leaned heavily into streetwear to attract “urban explorers” alongside its traditional outdoor enthusiasts. After the company added the new customer segment, its revenue rose from $2.3 billion in 2015 to $3.6 billion in 2024.

Read more on Customer strategy or related topics Brand management, Market segmentation, Customer experience, Product development and Consumer behavior
A version of this article appeared in the July–August 2025 issue of Harvard Business Review.
Read more on Customer strategy or related topics Brand management, Market segmentation, Customer experience, Product development and Consumer behavior

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