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In January, Nyenrode Business University and RTL Z organised a master class called ‘The Customer at the Helm'. A wide audience wanted to know how Zwitsal got the customer to think up a product - Eau de Zwitsal - via Hyves. And how TNO (Netherlands Organisation for Applied Scientific Research) arranged for suppliers - instead of the Original Equipment Manufacturers (OEMs) - to conceive the product themselves. What all these case studies have in common is that it's not just about listening to the customer, it's about getting the customer to do it himself.