"A new set of organisations have discovered a new formula. They combine customer centricity with innovative power. These organisations have created a completely outside-in approach to the market. They are not driven by what they're good at. They start with the market and design their strategy around it. They replace practices of the past with a new set of capabilities, which enable them to be ahead of the curve in discovering new market opportunities. This enable them to develop new products and services faster than ever before and they hit the bull's eye in the market. Whereas the traditional value chain model regards the market as the end-outcome of the efforts of the organisation, the reversed value chain model starts there. The customer is the starting point and the value chain is the result of understanding customer needs and requirements. Packed with real world examples from a range of leading global companies including Disney, Coca-Cola, LEGO, Eurex, Netflix, KLM, Carglass, Komatsu, Callebaut and more, Marion Debruyne's provides every business with the framework it needs to combine customer focus with innovation to achieve success"-- Provided by publisher.

Machine generated contents note: -- Introduction: Connect-convert-collaborate -- Connect -- Convert -- Collaborate -- The strategic case for customer understanding and market insight -- The antecedents -- Desperately seeking -- Firm-centric paradigm versus customer-centred perspective -- How to read this book -- 01 Connect using the ?rst lens. Zooming into the customer: ?ve practices -- Open up the channels of communication -- Immersive customer understanding -- Using every source of information you have -- Customers as a source of ideas -- Customers as developers -- Unleash new potential -- 02 Convert the ?rst lens by innovating every day: Be a moving target, not a sitting duck -- Leverage a connected development model -- Close the feedback loop -- Constant focus on micro-innovations -- Make it organization-wide -- Harness the full potential -- 03 Collaborate with customers: Put customers at the core -- Create a platform to bring customers together -- Harvest all customer roles -- Go inside-out to enable outside-in -- Build the culture from the inside -- The empty chair in the boardroom -- Walk the talk -- 04 Connect using the second lens: Zooming out beyond the product -- Consider the entire customer journey -- Focus on customer goals and outcomes -- Rethink segmentation -- 05 Convert using the second lens: Create customer solutions -- Outside-in value proposition -- The integration solution -- The disintegration solution -- The trap of competence thinking -- 06 Collaborate along the value chain: Closing the gap -- Connect downstream value with upstream collaboration -- Assets with clout -- Recreate the value chain -- 07 Adopt a wide lens: The trap of myopia -- The customer trap: learn from the customers you don't have -- The competitor trap -- On blinkers and biases -- Driving attention to the outside -- How to exploit the wide lens -- 08 Convert the third lens in business model renewal -- Business model innovation: fad or fab? -- Enemy number 1: The fear of cannibalization -- Enemy number 2: Self-sabotage -- About hungry puppy dogs and fat cats -- How to organize to enable new business creation -- On persistence and patience -- 09 Collaborate in ?exible ecosystems -- Explore new horizons -- Think in terms of ecosystems -- Agility versus commitment -- 10 The playbook for enduring customer-based growth: Three essential capabilities -- Diagnose your organization -- The playbook -- Index.

Includes index.