outside in done right- mindmeet-handout
DESCRIPTION
Presentation for Vlerick Business School MindMeet, Amsterdam June 27 2013TRANSCRIPT
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
© Vlerick Business School
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
© Vlerick Business School
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?
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“...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
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MarionDebruyne