Often people say they can't base their strategies on customers because customers make unreasonable requests and because customers vary too much. Such…

- Barbara Bund

The decision-makers should communicate the customer pictures and the logic of the strategies and actions. That communication allows employees through…

- Barbara Bund

I really hope that more and more companies will become much better at achieving and maintaining outside-in. I hope that we will see more and more tru…

- Barbara Bund

The outside-in discipline requires that you have an explicit customer-based reason for everything you do in the marketplace. Managers need to create …

- Barbara Bund

Business people face increasing pressure from local and global competitors. They face customers who have more and more information about alternatives…

- Barbara Bund

Often, very talented technical people find it extraordinarily difficult to take the viewpoint of customers, who are often ignorant about the technolo…

- Barbara Bund