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 |
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Industrial/Information Age |
Customer Age |
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People |
Silo’s |
Multi functional |
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Specialist |
Multi skilled |
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Isolated |
Relationships |
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Awards – Time served |
Awards – Value Created |
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Autocratic |
Dynamic (to suit the needs) |
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Processes |
Doing things right |
Doing the right things and doing things right |
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Manufacturing mindset |
Customer Experience |
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Tasks/Activities and Outputs |
Outcomes and SCO’s |
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Stocks |
Flows |
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Products |
Services |
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Left to Right, Top to Bottom |
Customer Centric |
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IT |
Algorithmic |
Heuristic |
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Hierarchical |
Hyperlinked |
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Analytical |
Understanding |
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Ownership |
Access |
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Strategy |
Top Down |
Inclusive |
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Structured and Rigid eg 5 yr plans |
Agile and Adaptive |
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Tablets of stone |
Continual Alignment to SCO’s |
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Market/product focus |
Customer/expectation focus |
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Customers |
Uninformed |
Prosumer |
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Loyal |
Promiscuous |
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Forgiving |
Rebellious |
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Locked-In |
Demand Flexibility |
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Compliant and managed |
High Expectations and fickle |
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Single channel |
Multi channel |
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(c) 2012 Steve Towers |
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Next week we’ll start by reviewing the Customer Aspect
Join us at the CPP Master Class London http://londonmasters2012-estw.eventbrite.com