(see David Mottersheads blog at http://www.outsideinconsulting.com.au/outside-in-blog.html) 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?
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.