The outside-in discipline requires that you have an explicit customer-based reason for everything you do in the marketplace. Managers need to create what I call "customer pictures," verbal descriptions of customers that highlight the key customer characteristics and make those… — Barbara Bund Copy Share Image
The outside-in discipline requires that you have an explicit customer-based reason for everything you do in the marketplace. Managers need to create what I… — Barbara Bund Copy Share Image
Often, very talented technical people find it extraordinarily difficult to take the viewpoint of customers, who are often ignorant about the technology and who… — Barbara Bund Copy Share Image
Business people face increasing pressure from local and global competitors. They face customers who have more and more information about alternatives and more and… — Barbara Bund Copy Share Image
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… — Barbara Bund Copy Share Image
The decision-makers should communicate the customer pictures and the logic of the strategies and actions. That communication allows employees throughout the organization to implement… — Barbara Bund Copy Share Image
Often people say they can't base their strategies on customers because customers make unreasonable requests and because customers vary too much. Such opinions reveal… — Barbara Bund Copy Share Image
