Outside-In – The Secret keynote from Bangalore

Keynote address delivered in Bangalore at the 6th Annual Enterprise & IT Architecture conference hosted by iCMG. Updated and revised for the 5th edition of the book “Outside-In – The Secret”

If Outside-In aka Customer Centricity is so Obvious…

Outside-In is clearly the way for the worlds top companies
(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?

Ciao, Steve

Process Excellence & BPM State of the Industry – Steve Towers Keynote

Great illustraton of Outside-In thinking and practice. Jeff Bezos provides his viewpoint..

“I would hope people would say that Amazon is earth’s most customer-centric company, and that we work backwards from customers. Many companies sort of look at what their skills are and they work forward from their skills. They say this is what we’re good at, and this is what we’ll do. It’s a very different approach from saying here is what our customers need, and we will learn whatever skills we need.”

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.