If things are changing faster outside than in, you will fail.

Sound obvious but is it really. How do you set about improving your business? Continually improving what you are doing, analyzing, leaning and removing variance? Oops. They say the road to hell is paved with good intention and so it with organizations working hard at the wrong things.

You need to go out and figure what the Successful Customer Outcomes (SCO’s) look like, then come back into your business and ensure everything you are doing aligns with that SCO.

Otherwise you can end up like RIM, Nokia, Kodak and so many other once famous brands now in terminal decline.

What is the balance in your organization. Have SCO’s been clearly articulated and do you know how your work explicitly contributes to them?