# What Customers Really Value—and Why Leaders Keep Getting It Wrong > HelixNews · Web page: https://helixnews.one/story/7064 · All pages for agents: https://helixnews.one/llms.txt 1 outlet covering · First listed: Harvard Business Review, Nov 10, 2026, 5:04 AM · Read it: Vikas Mittal, professor of marketing at Rice University, explains the benefits of a science-driven strategy and what executives often get wrong. ## Who's covering it In the order they published: - Nov 10, 2026, 5:04 AM: [What Customers Really Value—and Why Leaders Keep Getting It Wrong]() — Harvard Business Review (Magazine, United States) Vikas Mittal, professor of marketing at Rice University, explains the benefits of a science-driven strategy and what executives often get wrong.