From the desk of James Dodkins
Outside-In is clearly the way for the worlds top companies and reflecting on the commentary by Hank Barnes in "Customer Experience Challenges: Why Maintaining an Outside-in Approach is Tougher than it Seems" the answer as to why the masses don't get it is probably very simply the herd instinct.
For instance in 1969 astronomer J. Donal Fernie made an observation many of us will understand. In writing about the decades it took his fellow
professionals to spot a fundamental error.. "the definitive study of the herd instincts of astronomers has yet to be written, but there are times when we resemble nothing so much as a herd of antelope, heads down in tight formation, thundering with firm determination in a particular direction
across the plain. At a given signal from the leader we whirl about, and, with equally firm determination, thunder off in quite a different direction, still in tight parallel formation"
We of course have our own immediate examples. What about the world leading
Insurance Company waiting eight days for ink to dry on parchment paper
before sending out a new policy? Or the removal business that stuck with a
35 mile rule limit just in case the horse died? What about suggesting people
visiting the UK from 'abroad' should practice driving on the left before
they came if they weren't used to it (to reduce the accidents on UK roads).
Yup there are lots of antelopes out there.
Will you meet any tomorrow? And will you be running with the herd?
Outside-In is clearly the way for the worlds top companies and reflecting on the commentary by Hank Barnes in "Customer Experience Challenges: Why Maintaining an Outside-in Approach is Tougher than it Seems" the answer as to why the masses don't get it is probably very simply the herd instinct.For instance in 1969 astronomer J. Donal Fernie made an observation many of us will understand. In writing about the decades it took his fellow
professionals to spot a fundamental error.. "the definitive study of the herd instincts of astronomers has yet to be written, but there are times when we resemble nothing so much as a herd of antelope, heads down in tight formation, thundering with firm determination in a particular direction
across the plain. At a given signal from the leader we whirl about, and, with equally firm determination, thunder off in quite a different direction, still in tight parallel formation"
We of course have our own immediate examples. What about the world leading
Insurance Company waiting eight days for ink to dry on parchment paper
before sending out a new policy? Or the removal business that stuck with a
35 mile rule limit just in case the horse died? What about suggesting people
visiting the UK from 'abroad' should practice driving on the left before
they came if they weren't used to it (to reduce the accidents on UK roads).
Yup there are lots of antelopes out there.
Will you meet any tomorrow? And will you be running with the herd?
