Join the Polsky Center and Ben Schmuck, innovation manager at Caterpillar, for an informative session about customer discovery. For over five years, Ben has applied his “lean innovation” methodology at Caterpillar, with particular emphasis on customer discovery. Understanding your future customers’ values, pain points, and current solution(s) is critical to ensuring that your product or service will be adopted by your customers when it hits the market. Whether you are looking for your first customer, or trying to continue building your brand image, this workshop is sure to help sharpen your ability to conduct Customer Discovery.