Outside in done right- mindmeet-handout
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Presentation for Vlerick Business School MindMeet, Amsterdam June 27 2013
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Outside in done right- mindmeet-handout
- 1. OUTSIDE-IN DONE RIGHT PROF DR IR MARION DEBRUYNE
- 2. © Vlerick Business School THE OUTSIDE-IN ORGANISATION CONNECT CONVERT COLLABORATE
- 3. © Vlerick Business School THE OUTSIDE-IN ORGANISATION CONNECT
- 4. “WHEN GIVEN THE CHOICE OF OBSESSING OVER COMPETITORS OR OBSESSING OVER CUSTOMERS, WE ALWAYS OBSESS OVER CUSTOMERS.” - JEFF BEZOS
- 5. © Vlerick Business School CONNECT 1st LENS ZOOM IN ON CURRENT CUSTOMERS
- 6. © Vlerick Business School 5 PRACTICES 01 CONSTANT FEEDBACK LOOP 02 IMMERSIVE CUSTOMER UNDERSTANDING 03 LEVERAGING INFORMATION 04 CUSTOMERS IDEAS
- 7. “SOME OF US LIVE IN THE FUTURE TODAY, AND SOME OF US WILL STILL LIVE IN THE PAST TOMORROW”
- 8. © Vlerick Business School 5 PRACTICES 01 CONSTANT FEEDBACK LOOP 02 IMMERSIVE CUSTOMER UNDERSTANDING 03 LEVERAGING INFORMATION 04 CUSTOMERS IDEAS 05 CUSTOMERS AS C0-DEVELOPERS
- 9. © Vlerick Business School CONNECT 2nd LENS ZOOM IN ON CUSTOMER’S GOALS
- 10. © Vlerick Business School The customer rarely buys what the seller thinks he’s selling
- 11. “CUSTOMERS WERE NOT BUYING FILM, THEY WERE BUYING THE ABILITY TO MAKE MEMORIES”
- 12. © Vlerick Business School CONNECT 3rd LENS ZOOM OUT
- 13. “THE BIGGEST THREATS ARE THE ONES YOU DON’T SEE COMING”
- 14. © Vlerick Business School “Precisely because firms listened to their customers…, they lost their positions of leadership” C. Christensen BEWARE OF THE CUSTOMER TRAP
- 15. © Vlerick Business School THE OUTSIDE-IN ORGANISATION CONNECT CONVERT
- 16. IF WE DON’T CONSTANTLY INNOVATE, WE DO NOT DESERVE TO SURVIVE JACQUES HOROWITZ – CHATEAUFORM
- 17. © Vlerick Business School ARE YOU STOPPING YOURSELF?
- 18. © Vlerick Business School “...The skills-forward approach says, “We are really good at X. What else can we do with X?” That’s a useful and rewarding business approach. However, if used exclusively, the company employing it will never be driven to develop fresh skills. Eventually the existing skills will become outmoded. Working backwards from customer needs often demands that we acquire new competencies and exercise new muscles, never mind how uncomfortable and awkward-feeling those first steps might be...” Jeffrey P. Bezos Founder and CEO April 2009, Letter to Shareholders
- 19. © Vlerick Business School THE REVERSED VALUE CHAIN Step 1: Connect MarketFocal Company Partner Ecosystem Step 2: Convert Step 3: Collaborate
- 20. IN A WORLD OF RAPID DISRUPTION, COMPANIES NO LONGER MUST--OR CAN--OWN ALL THE SKILLS REQUIRED TO THRIVE.
- 21. © Vlerick Business School
- 22. © Vlerick Business School THE OUTSIDE-IN ORGANISATION CONNECT CONVERT COLLABORATE
- 23. “Companies rarely die from moving too fast, and they frequently die from moving too slowly.” Reed Hastings CEO Netflix, 2011
- 24. © Vlerick Business School THE OUTSIDE-IN ORGANISATION CONNECT CONVERT COLLABORATE
- 25. © Vlerick Business School SMALL IDEAS WITH BIG IMPACT
- 26. © Vlerick Business School THANK YOU! Prof. dr. ir. Marion Debruyne Associate Professor & Partner Vlerick Business School Contact me: Marion.Debruyne@vlerick.com Follow me: MarionDebruyne
Notas del editor
- And those people would not be in bad company.
- Do your customer have the right capabilities? Installersdon’tknowaboutelectronics,anddon’t want todevelop these capabilities