Create strategic excitement
Generate excitement about a new direction before a crisis, e.g.,
sagging sales, occurs. Then people will be
Enlist "points of light"
Don't worry about gaining a consensus. Find people
try new things and let them inspire others.
Articulate the new market space
(desired customer outcome)
Rely on "intelligent hypothesis"
research alone, since you are in a way
inventing the future. Build
cross-functional teams and let people in different product
groups and disciplines see how they could contribute to the new
A high-level team should use the customer-activity cycle to
identify gaps (what customers could or should do) and fill them.
Build a compelling case
the customer-activity cycle to develop detailed
exert rational and
Size the prize
how much the bottom line will improve with deep customer focus.
Model the concept
with a customer workshop demonstrating the customer-activity
cycle. Let customers validate, or amend, the
(filling of gaps).
Get people working together
A hierarchical, departmental attitude doesn't lead to deep
Get critical mass
easy for customers to choose a new option by quantifying both
the financial and non-financial
benefits. Collect "before" and
"after" data to
create and educate the market.
customer value is created using information, it can be used
repeatedly. Once knowledge is gathered, it can be adapted to
other markets and areas at low cost.