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Telltale Signs of Inside-Out

• Many employees of the company are unable to state easily, clearly and briefly who are our customers, what we do for those customers and, very briefly, how.

• Different employees have substantially different ideas about our customers, what they care about, and how we serve them.

• We spend lots of time on internal issues, processes and conflicts — and less time on customers.

• Most employees have little or no contact with customers.

• In particular, our top management spends relatively little time having in-depth conversations with customers.

• We’re not clear and explicit about customer behavior — about how customers buy, where they get relevant information, and so on.

• Our employees have trouble adapting to normal variations in the marketplace. They try to apply one rather rigid formula for all customers.

• We get blindsided by changes in customers.