outside in done right- mindmeet-handout

OUTSIDE-IN DONE RIGHT

PROF DR IR MARION DEBRUYNE

© Vlerick Business School

THE OUTSIDE-IN ORGANISATION

CONNECT

CONVERT

COLLABORATE

© Vlerick Business School

THE OUTSIDE-IN ORGANISATION

CONNECT

“WHEN GIVEN THE CHOICE OF OBSESSING OVER COMPETITORS OR OBSESSING OVER CUSTOMERS, WE ALWAYS OBSESS OVER CUSTOMERS.” - JEFF BEZOS

© Vlerick Business School

CONNECT

1st LENS

ZOOM IN ON

CURRENT CUSTOMERS

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5 PRACTICES

01 CONSTANT FEEDBACK LOOP

02 IMMERSIVE CUSTOMER UNDERSTANDING

03 LEVERAGING INFORMATION

04 CUSTOMERS IDEAS

“SOME OF US LIVE IN THE FUTURE TODAY, AND SOME OF US WILL STILL LIVE IN THE PAST TOMORROW”

© Vlerick Business School

5 PRACTICES

01 CONSTANT FEEDBACK LOOP

02 IMMERSIVE CUSTOMER UNDERSTANDING

03 LEVERAGING INFORMATION

04 CUSTOMERS IDEAS

05 CUSTOMERS AS C0-DEVELOPERS

© Vlerick Business School

CONNECT

2nd LENS

ZOOM IN ON

CUSTOMER’S GOALS

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The customer rarely buys what the seller thinks he’s selling

“CUSTOMERS WERE NOT BUYING FILM, THEY WERE BUYING THE ABILITY TO MAKE MEMORIES”

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CONNECT

3rd LENS

ZOOM OUT

“THE BIGGEST THREATS ARE THE ONES YOU DON’T SEE COMING”

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“Precisely because firms listened to their

customers…, they lost their positions of

leadership”

C. Christensen

BEWARE OF THE CUSTOMER TRAP

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THE OUTSIDE-IN ORGANISATION

CONNECT

CONVERT

IF WE DON’T CONSTANTLY INNOVATE, WE DO NOT DESERVE TO SURVIVE

JACQUES HOROWITZ – CHATEAUFORM

© Vlerick Business School

ARE YOU STOPPING YOURSELF?

© 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

© Vlerick Business School

THE REVERSED VALUE CHAIN

Step 1:

Connect

MarketFocal Company

Partner Ecosystem

Step 2:

Convert

Step 3:

Collaborate

IN A WORLD OF RAPID DISRUPTION, COMPANIES NO LONGER MUST--OR CAN--OWN ALL THE SKILLS REQUIRED TO THRIVE.

© Vlerick Business School

© Vlerick Business School

THE OUTSIDE-IN ORGANISATION

CONNECT

CONVERT

COLLABORATE

“Companies rarely die from moving too fast,

and they frequently die from moving too slowly.”Reed Hastings

CEO Netflix, 2011

© Vlerick Business School

THE OUTSIDE-IN ORGANISATION

CONNECT

CONVERT

COLLABORATE

© Vlerick Business School

SMALL IDEAS

WITH BIG IMPACT

© Vlerick Business School

THANK YOU!

Prof. dr. ir. Marion DebruyneAssociate Professor & Partner

Vlerick Business School

Contact me:

Marion.Debruyne@vlerick.com

Follow me:

MarionDebruyne