This summer, we all knew one person's dream quite well. Michael Phelps had his heart set on achieving something that had never been done before: winning eight gold medals in one Olympics. We all watched as he did just
that and achieved yet another dream for himself, his relay teams and team USA—all the while breaking many of his own world records in the process.
As marketers, we must think about what customers dream about when it comes to products and services. How will you go about discovering your customers' dreams this upcoming year?