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. The technical people may believe, deep down,… — 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
