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Healthy Signs of Outside-in

• Employees throughout the organization have clear ideas of who are customers are and, broadly, what we do for them.

• Although employees in different roles and at different organizational levels have different depths of understanding of customers, the employees’ views of customers are generally consistent with one another.

• We have clear, explicit, understandable “pictures” of customers.

• Those customer pictures provide clear, explicit reasons for our marketplace strategies and actions.

• Our top managers have lots of contact with customers — and they know how to listen.

• Lots of other employees have substantial contact with customers — and they learn from their contacts.

• We capture the learning about customers and incorporate it into our evolving strategies and actions.