Outside in Strategy- Customer Value


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This can serve as an introduction to tomorrow’s Business901 podcast with Christine Moorman. Christine is the co-author of the book (Amazon Link) Strategy from the Outside In: Profiting from Customer Value. As you know from browsing my site, I have a strong belief that Customer Value is not old hat. I think it is a pretty important item to have on your agenda. However, the way you and your organization look at it could possibly use a little tweaking and her book is a great way to start. For more information visit the McGrawhill Website: Strategy from the Outside In Website.

Excerpt From the McGrawHillPro You Tube Site:

We’ve spent years looking at these companies (and many less successful ones) searching for patterns and commonalities that explain their stellar results, and we’ve concluded that they offer these important lessons: * These companies approach strategy from the outside in. They begin with the market, not their own capabilities. While that may sound easy, it is incredibly difficult. In the vast majority of companies inside-out thinking dominates practice and inevitably leads to eroding customer value and company profits. * These companies invest in generating and deploying unique market insights to inform and guide their outside-in view. They don’t guess or fly blind. * These companies focus every part of the organization on achieving, sustaining and profiting from customer value.

These actions are the major focus of our book because we find it’s what really distinguishes market leaders from other companies that are just muddling through over the long-run. Market leaders stay focused on creating and profiting from customer value by excelling at four principles we call the customer value imperatives.

In Strategy from the Outside In, we explain that the key to lasting and highly profitable success is the ability to compete on and profit from customer value using the customer value imperatives. We show this means seeing, operating and living from the outside in. It means always building strategy on market insight, and ensuring that every part of the company puts customer value first.

We will take you from theory to practice, with an emphasis on real world stories, practical models, and usable metrics so that you can profit from customer value. From the outside in.

Republished with author's permission from original post.

Joseph Dager
Business901 is a firm specializing in bringing the continuous improvement process to the sales and marketing arena. He has authored the books the Lean Marketing House, Marketing with A3 and Marketing with PDCA. The Business901 Blog and Podcast includes many leading edge thinkers and has been featured numerous times for its contributions to the Bloomberg's Business Week Exchange.


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