Customer Innovation

By Marion Debruyne

Customer-centric Strategy for Enduring Growth.

A new set of organizations have combined customer centricity with innovative power, and they have created an outside-in approach to the market. They are not driven by what they're good at. They start with the market and design their strategy around it, which enables them to be ahead of the curve in discovering new market opportunities and develop new products and services faster than ever before.

What sets these organizations apart is how they relentlessly listen to their customers, innovate and adapt their business model to build the ideal customer solution. When they can't do so themselves, they collaborate with outside parties to complement their in-house competencies with the competencies they're missing to enable new customer solutions. As a result of their customer focus, outside-in organizations operate according to a reversed value chain -- the customer becomes the starting point and the value chain is the result of understanding customer needs and requirements.
Next Book »