BY BARBARA E. BUND

Table of Contents

Preface to the Second Edition

Preface: Outside-In, Not Inside-Out

 

1. THE BAD HABIT OF INSIDE-OUT THINKING

  • It’s Unfortunately Common
  • Inside-out Thinking Keeps Turning Up
  • Outside-in: An Alternative Habit Worth Having, But a Challenge to Keep
  • Drucker Taught Outside-in Long Ago
  • Outside-in: Powerful Answer to Harmful Problems
  • Outside-in to Fight Unclear Strategies
  • Outside-in to Fight Inadequate Communication
  • Outside-in to Fight Poor Preparation for the Future
  • Outside-in to Help in Perceiving Changes
  • Benefits of the Outside-in Discipline
  • Summary
  • Outside-in Actions

 

2. THE OUTSIDE-IN DISCIPLINE

  • A New Discipline—For a New Habit
  • The Many Faces of Inside-out
  • Needed: A New Discipline and a New Habit
  • The Essence of the Outside-in Discipline
  • Keys to the Outside-in Discipline: Customers, Rigor and Opportunity
  • Overview of This Book
  • Summary
  • Outside-in Actions

 

3. CUSTOMERS ARE FRUSTRATING

  • But the Outside-In Discipline Is Still Useful and Important
  • Customers May See Things “Incorrectly”
  • Customers May Not Pay Proper Attention
  • Customers May Be Cautious or Unappreciative
  • Customers May Not Be Able to Articulate Their Needs
  • The Outside-in Discipline Is Still Useful and Important
  • Emphasize Rigorous Thinking and Customers
  • Summary
  • Outside-in Actions

 

4. PICTURES OF CUSTOMERS

  • Begin with Customer Needs
  • Customers’ Perceptions of Their Needs
  • Challenge for Pictures: Predicting Needs
  • Challenge for Pictures: "Shoulds"
  • Challenge for Pictures: Emotional Needs
  • Pictures Should Highlight What Customers Value
  • A Big Complication in Pictures—The DMU
  • DMUs for Nonprofits
  • Another Big Complication: Differences Among Customers
  • Segmentation Challenges
  • Summary
  • Outside-in Actions

 

5. BETTER PICTURES OF CUSTOMERS

  • Add Insights into Customer Behaviors
  • Customer Buying Behaviors: Start with Awareness
  • Customer Buying Behaviors: Evaluation and Decision
  • Customers’ Usage Behaviors
  • More Examples Involving Usage
  • Customers’ Communication Needs and Communication Behaviors
  • Using a Better Customer Picture
  • Using Other Customer Pictures
  • Better Value Propositions
  • Warning: Behaviors Also Change
  • Summary
  • Outside-in Actions
  • OUTSIDE-IN STRATEGY
  • An Explicit Customer Reason for Everything
  • Explicitness is Essential
  • Outside-in Strategy
  • A Strategy Example
  • Strategic Lessons from More Examples
  • Three More Outside-in Concepts: Focus, Inertia, and Scale
  • Outside-in Gives You a Competitive Leg Up
  • Outside-in Helps You Perceive Changes
  • Summary
  • Outside-in Actions

 

7. OUTSIDE-IN PRODUCT DECISIONS

  • Customer Needs and Perceptions Are What Count
  • Customer Perceptions of Benefits
  • Customers See Augmented Products
  • Augmentation Brings Both Risks and Opportunities
  • Focus on Augmentation That Customers Will Value
  • Customers May Also Need Follow-on Products
  • Relationship Buyers and Transaction Buyers
  • Customers and Product Standards
  • Summary
  • Outside-in Actions

 

8. OUTSIDE-IN PRICING

  • Customer Benefits Are the Key
  • Pricing Approaches: Seller’s Cost or Customer’s Benefit
  • Why Benefit Pricing—Or Maybe Market Pricing
  • The Power of Benefit Pricing
  • Actually Doing Benefit Pricing
  • Roles of Price in Marketplace Strategy
  • The Most Dangerous Pricing Strategy
  • A Few More Insights About Costs
  • Summary
  • Outside-in Actions

 

9. OUTSIDE-IN COMMUNICATION

  • Fit Customers’ Communication Needs and Habits
  • Start with Customers’ Communication Needs and Habits
  • Determine Communication’s Role Within Strategy
  • More about Sales in Outside-in Strategy
  • Match Customers’ Communication Patterns
  • Communicate about Customer Benefits
  • A Vendor Report Card
  • More Communication Challenges
  • Evolving Communication Approaches
  • New Media Bring New Challenges
  • Customers, Advertising, and Brands
  • Summary
  • Outside-in Actions

 

10. OUTSIDE-IN CHANNELS OF DISTRIBUTION

  • Channels for Customers and Channels as Customers
  • Distribution Channels to Fit Customers
  • Distribution in Marketplace Strategy
  • Channel Members: Customers, Partners, and Competitors
  • Distribution Is a High-inertia Tool
  • Distribution Today—Challenge and Opportunity
  • Summary
  • Outside-in Actions

 

11. RESEARCHING CUSTOMERS

  • Continually Improving the Customer Pictures
  • Realistic Expectations for Customer Research
  • Sensible Customer Research
  • Potential Sources of Information
  • An Overall Approach—Research in Stages
  • A Research Example
  • Types of Research
  • Common Mistakes in Researching Customers
  • Summary
  • Outside-in Actions

 

12. CHOOSING MARKETS, CUSTOMERS AND PARTNERS

  • Key Tasks for Many Entrepreneurs
  • Choice of Initial Market
  • Should Market Size Determine the Choice?
  • Choice of Initial Customers
  • A Common Trade-off in Choosing Initial Customers
  • Why Not Find Partners?
  • Getting Partners to Participate
  • Summary
  • Outside-in Actions

 

13. THE OUTSIDE-IN CORPORATION

  • The Bad News and the Good News
  • Written Records for Outside-in
  • Measures for Outside-in
  • Red Flags for Outside-in
  • Customer Contact for Outside-in
  • Steps in the Outside-in Discipline

 

Notes

Index