The document discusses how companies can become more customer-led in their digital strategies by truly understanding customers' needs and motivations ("WHYs"). It argues that customer-aware companies rely mainly on surveys and descriptive analytics, while customer-led firms use ethnography, unstructured data, co-creation, and predictive analytics to gain deeper insights. The document advocates collaborating across functions to map customer journeys, monitor digital interactions, and continually optimize the experience based on metrics and insights. It provides Net-a-Porter as an example of a customer-led company that has redefined the magazine and retail industries.