Too many companies miss the mark by being inside-out
Constrained by how they've always done things, management's imagination is limited by their own experience, strategy is dominated by doing more of much the same, and the view of the world is focused on operational detail.
Inside out companies...
- Lack proper understanding of what customers want or value.
- Focus on what the company does, not the job the customer wants to achieve.
- Look at their experience of the customer, not their customers' experience of them.
- Map and measure the way they do things, not try to discover new ways to help the customer.
The results?
Inside-out companies have high ambitions to deliver great experiences, but customers are left under-whelmed and competitors remain
untroubled.
- Mission statements put customers first, but there is no change in leadership or employee behaviour
- Big investment are made in initiatives to improve customer relationships, but the payback never materialises.
- Streams of new product launches emerge, but they fail to reach their ambitious targets.
- A disappointing gap remains between aspiration and delivery - for both the company and its customers.
What is needed is some more Outside-In Thinking »