BY BARBARA E. BUND
Real, lasting customer focus ---> Successful marketplace strategy & actions.
The Outside-in Corporation is about bad news and good news.
The bad news is that few managers actually run their companies from the outside in, starting with customers and prospective customers and making sure that all their strategies and actions are chosen and implemented from a strong customer perspective.
The good news is that the outside-in discipline, a commonsense yet revolutionary approach explained and explored in The Outside-in Corporation, can turn the bad news into opportunity. If your rivals get it wrong by taking an inside-out perspective, you can gain a competitive edge by transforming your company into an outside-in corporation, using the insights, principles, and actions in this book.
The Outside-in Corporation first considers the bad inside-out habit in order to explain why the bad news is so common. The majority of the book then describes and explores the solution—the outside-in discipline. It provides an approach for achieving the outside-in perspective in the real business world, where managers never have nearly as much hard data about customers as they need, and where everything (including customers) keeps changing.
The main change in the second edition of The Outside-in Corporation (2014) is substantially increased discussion of the need to perceive—or even anticipate—changes with significant strategic implications. Further, the second edition adds a bit of discussion of the application of outside-in for nonprofit organizations.
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