The Focus has shifted from Inside-Out to Outside-In

I am frequently asked to summarise the difference between the inside-out industrial/information age mindset, and that of Outside-In (think Apple, Google, Zara, Zappos, Emirates etc.) thinking and practice. So here to answer that request (and from a section in my upcoming new book) is the overview.

Over the following weeks we will delve into each area and I will provide examples and case studies of each aspect of this Copernican shift.

The Focus has shifted from Inside-Out to Outside-In
	Industrial/Information Age	Customer Age
People	Silo's	Multi functional
	Specialist	Multi skilled
	Isolated	Relationships
	Awards - Time served	Awards - Value Created
	Autocratic	Dynamic (to suit the needs)
Processes	Doing things right	Doing the right things and doing things right
	Manufacturing mindset	Customer Experience
	Tasks/Activities and Outputs	Outcomes and SCO's
	Stocks	Flows
	Products	Services
	Left to Right, Top to Bottom	Customer Centric
IT	Algorithmic	Heuristic
	Hierarchical	Hyperlinked
	Analytical	Understanding
	Ownership	Access
Strategy	Top Down	Inclusive
	Structured and Rigid eg 5 yr plans	Agile and Adaptive
	Tablets of stone	Continual Alignment to SCO's
	Market/product focus	Customer/expectation focus
Customers	Uninformed	Prosumer
	Loyal	Promiscuous
	Forgiving	Rebellious
	Locked-In	Demand Flexibility
	Compliant and managed	High Expectations and fickle
	Single channel	Multi channel
		(c) 2012 Steve Towers

Next week we'll start by reviewing the Customer Aspect
 

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Motivation and the 21st century difference

More on the shift to Outside-In described very effectively by Dan Pink discussing how inside-out motivational ideas (carrot and stick) have ceased to work.
Watch and then ask yourself the question - how does my company motivate me?

Moments of Truth and dumb assed hotels

Watch this entertaining expose of everthing wrong with international hotels frequented by fellow Road Warriors. Of course I am sure your business isn't as half as dumb as some like the hotel trade? Or is it?

(let's acknowldge a great spot by Samir Asaf CPP Master)

ɯoʇʇoq oʇ doʇ puɐ ʇɥƃıɹ oʇ ʇɟǝl ʇou sı plɹoʍ ǝɥʇ

There is a saying that the map is not the territory. And yet so many treat their representation of the world as fact and reality. When you draw a process and agree with others that is how it looks just because you may all agree doesn't make it real. It is just a collective hallucination. It is an abstract of reality. Does your world always flow top to bottom and left to right, or is it more real than that?

What is your personal SCO?

Your Online Brand and why you should care

View more PowerPoint from aimee maree

Great illustraton of Outside-In thinking and practice.

Jeff Bezos provides his viewpoint..

."I would hope people would say that Amazon is earth's most customer-centric company, and that we work backwards from customers. Many companies sort of look at what their skills are and they work forward from their skills. They say this is what we're good at, and this is what we'll do. It's a very different approach from saying here is what our customers need, and we will learn whatever skills we need."

That really describes the dfference between inside-out thnking (examine your capabilities and figure out how to optimise them) to Outside-In - figure out the Customer needs and align everthing to deliver the Successful Customer Outcome.
http://bit.ly/AmazonOutsideIn