Healthy Signs of Outside-in


Try checking your organization for the following healthy signs

of outside-in behavior:


• Employees throughout the organization have clear ideas of who our customers are and, broadly, what we do for them.


• Although employees in different roles and at different organizational levels have different depths of understanding of customers, the employees’ views of customers are generally consistent with one another.


• We have clear, explicit, understandable “pictures” of customers.


• Those customer pictures provide clear, explicit reasons for our marketplace strategies and actions.


• Our top managers have lots of contact with customers—and they know how to listen.


• Lots of other employees have substantial contact with customers—and they learn from their contacts.


• We capture the learning about customers and incorporate it into our evolving strategies and actions.