Don’t improve. Rethink. Starting from the customer.

happy unhappyAs technology keeps evolving, the opportunities for making your customers’ lifes better keep growing. Making things easier, faster, simpler, cheaper, or exceeding expectations more regularly, digitalisation makes it possible. Sounds pretty straightforward, but in reality, this proves to be rather challenging. It requires organisations to question their approach and shift from inside-out to outside-in thinking.

Let me share some examples with you.

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Strategic choices should be customer driven

Roger L. Martin‘s recent HBR article on adaptive (= reactive) strategy vs proactive strategy got me thinking.

In his article, he disagrees with the VUCA driven school of thought that claims that, due to the increased volatility, uncertainty, complexity, and ambiguity in today’s world (hence VUCA), strategy is now fast reaction thinking. People that regard strategy as planning are likely to take this approach. However, as Roger also explains in his book, strategy is not about planning. It’s about making difficult choices and organising your company around these choices.
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