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Often people say they can’t base their strategies on customers because customers make unreasonable requests and because customers vary too much.

Barbara Bund

That communication allows employees throughout the organization to implement the strategies and actions, tweaking them appropriately in response to variations in the marketplace.
BARBARA BUND

Approach Implement Marketplace Organization Strategies Variation
Although managers never know as much about customers as they want and need to know, the outside-in discipline requires that they construct customer pictures anyway, basing the pictures on whatever hard data they have plus hypotheses and intuition.
BARBARA BUND

Manner Need Outside Require Want
Such opinions reveal serious misconceptions. The truly outside-in company definitely does not try to serve all the needs of its customers. Instead, its managers are clear about what their organization can and should do for customers, and whatever they do they do well. They focus.
BARBARA BUND

Clear Customer Focus Need Nmisconception Outside
The technical people may believe, deep down, that they know better what customers “should” need. Customers, of course, have a different perspective.
BARBARA BUND

Better Customer Perspective Technical
It also allows employees to recognize information in the marketplace that contradicts the customer pictures, either because the pictures were not entirely correct or because customers have changed.
BARBARA BUND

Allow Contradict Customer Employee Picture
Often people say they can’t base their strategies on customers because customers make unreasonable requests and because customers vary too much.
BARBARA BUND

Focus People Trying
Often, very talented technical people find it extraordinarily difficult to take the viewpoint of customers, who are often ignorant about the technology and who may have strong and perhaps incorrect prejudices about it.
BARBARA BUND

Believe Strong Technology
Given these pressures, business people are looking for approaches that make sense and will continue to make sense. I think many are fed up with management fads that may or may not provide any benefit and don’t continue to work over time.
BARBARA BUND

Approach Management Sense Think
I really hope that more and more companies will become much better at achieving and maintaining outside-in. I hope that we will see more and more truly outside-in corporations and that those organizations will remain outside-in corporations over time.
BARBARA BUND

Achieve Better Maintain Outside
They want products that will solve customer problems and provide other customer benefits, and will do so without undue risk or cost. Not infrequently, customers view advanced technology itself as a risk.
BARBARA BUND

Advance Cost Customer Problem Risk Technology
The decision-makers should communicate the customer pictures and the logic of the strategies and actions.
BARBARA BUND

Action Communication Logic
Business people face increasing pressure from local and global competitors. They face customers who have more and more information about alternatives and more and more access to suppliers from all over the world.
BARBARA BUND

People Thinking World
Managers need to create what I call “customer pictures,” verbal descriptions of customers that highlight the key customer characteristics and make those customers come alive.
BARBARA BUND

Characteristics Customer Description Manager Need
The outside-in discipline requires that you have an explicit customer-based reason for everything you do in the marketplace.
BARBARA BUND

Discipline Intuition Reason

Often people say they can’t base their strategies on customers because customers make unreasonable requests and because customers vary too much.

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Often people say they can’t base their strategies on customers because customers make unreasonable requests and because customers vary too much.

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