You are previewing Customer Innovation.
O'Reilly logo
Customer Innovation

Book Description

A new set of organisations have discovered a new formula. They combine customer centricity with innovative power. These organisations have created a completely 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. They replace practices of the past with a new set of capabilities, which enable them to be ahead of the curve in discovering new market opportunities. This enable them to develop new products and services faster than ever before and they hit the bull's eye in the market. Whereas the traditional value chain model regards the market as the end-outcome of the efforts of the organisation, the reversed value chain model starts there. The customer is the starting point and the value chain is the result of understanding customer needs and requirements. Packed with real world examples from a range of leading global companies including Disney, Coca-Cola, LEGO, Eurex, Netflix, KLM, Carglass, Komatsu, Callebaut and more, Marion Debruyne's provides every business with the framework it needs to combine customer focus with innovation to achieve success.

Table of Contents

  1. Introduction: Connect-convert-collaborate
  2. Connect
  3. Convert
  4. Collaborate
  5. The strategic case for customer understanding and market insight
  6. The antecedents
  7. Desperately seeking
  8. Firm-centric paradigm versus customer-centred perspective
  9. How to read this book
  10. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">01</span>&#160;&#160;&#160;&#160;Connect using the first lens: Zooming into the customer: five practices    Connect using the first lens: Zooming into the customer: five practices
  11. Open up the channels of communication
  12. Immersive customer understanding
  13. Using every source of information you have
  14. Customers as a source of ideas
  15. Customers as developers
  16. Unleash new potential
  17. In short
  18. Get started
  19. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">02</span>&#160;&#160;&#160;&#160;Convert the first lens by innovating every day: Be a moving target, not a sitting duck    Convert the first lens by innovating every day: Be a moving target, not a sitting duck
  20. Leverage a connected development model
  21. Close the feedback loop
  22. Constant focus on micro-innovations
  23. Make it organization-wide
  24. Harness the full potential
  25. In short
  26. Get started
  27. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">03</span>&#160;&#160;&#160;&#160;Collaborate with customers: Put customers at the core    Collaborate with customers: Put customers at the core
  28. Create a platform to bring customers together
  29. Harvest all customer roles
  30. Go inside-out to enable outside-in
  31. Build the culture from the inside
  32. The empty chair in the boardroom
  33. Walk the talk
  34. In short
  35. Get started
  36. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">04</span>&#160;&#160;&#160;&#160;Connect using the second lens: Zooming out beyond the product    Connect using the second lens: Zooming out beyond the product
  37. Consider the entire customer journey
  38. Focus on customer goals and outcomes
  39. Rethink segmentation
  40. In short
  41. Get started
  42. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">05</span>&#160;&#160;&#160;&#160;Convert using the second lens: Create customer solutions    Convert using the second lens: Create customer solutions
  43. Outside-in value proposition
  44. The integration solution
  45. The disintegration solution
  46. The trap of competence thinking
  47. In short
  48. Get started
  49. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">06</span>&#160;&#160;&#160;&#160;Collaborate along the value chain: Closing the gap    Collaborate along the value chain: Closing the gap
  50. Connect downstream value with upstream collaboration
  51. Assets with clout
  52. Recreate the value chain
  53. In short
  54. Get started
  55. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">07</span>&#160;&#160;&#160;&#160;Connect using the third lens: Avoid the trap of myopia    Connect using the third lens: Avoid the trap of myopia
  56. The customer trap: learn from the customers you don’t have
  57. The competitor trap
  58. On blinkers and biases
  59. Driving attention to the outside
  60. How to exploit the wide lens
  61. In short
  62. Get started
  63. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">08</span>&#160;&#160;&#160;&#160;Convert the third lens in business model renewal    Convert the third lens in business model renewal
  64. Business model innovation: fad or fab?
  65. Enemy number 1: The fear of cannibalization
  66. Enemy number 2: Self-sabotage
  67. About hungry puppy dogs and fat cats
  68. How to organize to enable new business creation
  69. On persistence and patience
  70. In short
  71. Get started
  72. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">09</span>&#160;&#160;&#160;&#160;Collaborate in flexible ecosystems    Collaborate in flexible ecosystems
  73. Explore new horizons
  74. Think in terms of ecosystems
  75. Agility versus commitment
  76. In short
  77. Get started
  78. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="Univer-LT-STD">10</span>&#160;&#160;&#160;&#160;The playbook for enduring customer-based growth: Three essential capabilities    The playbook for enduring customer-based growth: Three essential capabilities
  79. Diagnose your organization
  80. The playbook