HOME ABOUT THE BOOK SUCCESSES
& SURPRISESTELLTALE SIGNS OF INSIDE-OUT HEALTHY SIGNS
OF OUTSIDE-IN CASE EXAMPLES CONTACT AUTHOR BUY THIS BOOK

About the Book

• It helps construct strategies that are based firmly on customer needs and customer behaviors — and does so in the real world, where business people never know as much about customers as they want and need to know.

• It helps communicate strategies to those involved in implementing them.

• It helps business people incorporate and use new information about customers and marketplaces.

• It helps improve strategies over time.

• Overall, it helps readers achieve and maintain an outside-in perspective and thereby gain competitive advantage.

Table of Contents
MIT Sloan press release