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Executives and staff at many companies already think they are tuned in (market-driven). Hey, the mission statement even says so! Yet, when one goes into these organizations and actually measure the things people do all day, one inevitably hears about problems and opportunities that originate as inside-out thinking (Apple Newton) vs. from the outside-in (the buyers' perspective which leads to breakthrough products like the iPod). In other words, technology companies are increasingly ineffective because their field and customer-facing organizations spend more time postulating and pontificating around scenarios that support their offerings than listening and learning about problems their customers actually have (and are willing to spend money to solve).
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