Customer innovation : delivering a customer-led strategy for enduring growth

Cover
Contents
List of case studies
List of HOW TO boxes
Preface
Acknowledgements
Introduction: connect–convert–collaborate: how to build a customer-driven innovation journey
	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
	Notes
PART ONE The zoom lens – Laying the foundation for outside-in strategy
	01 Connect using the zoom lens: five practices to zoom in on your customer
		Establish a feedback loop from customers
		Immersive customer understanding
		Using every source of information you have
		Customers as a source of ideas
		Customers as developers
		Organizing the customer connection
		Conclusion
		In short
		Get started
		Notes
	02 Convert using the zoom lens: how to create a culture of daily innovation
		Harness the potential of incremental innovation
		Leverage a connected development model
		Close the customer feedback loop
		Make innovation organization wide
		In short
		Get started
		Notes
	03 Collaborate using the zoom lens: placing the customer at the heart of your activities
		Building a bridge between the inside and the outside
		Harvest all customer roles
		Towards a truly customer-oriented culture
		Conclusion
		In short
		Get started
		Notes
PART TWO The wide lens – How to innovate your current customer journey
	04 Connect using the wide lens: understanding your customers’ journey, goals and outcomes
		How to enhance the existing customer journey
		An opportunity to innovate by rethinking the customer journey entirely
		Rethink segmentation
		In short
		Get started
		Notes
	05 Convert using the wide lens: creating innovative solutions to the challenges that customers face
		What is solution thinking?
		The outside-in value proposition
		The integration solution
		The disintegration solution
		The solution-focused organization
		The trap of competence thinking
		In short
		Get started
		Notes
	06 Collaborate using the wide lens: creating customer value by collaborating along the value chain
		Connect downstream value with upstream collaboration
		Defining the assets that ensure your role in the ecosystem
		Re-create the value chain
		In short
		Get started
		Notes
PART THREE The fisheye lens – Expanding your customer base to new horizons
	07 Connect using the fisheye lens: how to learn from customers you don’t have
		Learn from the customers you don’t have
		The competitors of the future
		Traps to be avoided – on blinkers and biases
		Driving attention to the outside
		How to exploit the fisheye lens
		In short
		Get started
		Notes
	08 Convert using the fisheye lens: should business-model innovation be on your agenda?
		Business-model innovation: fad or fab?
		The enemies of business-model innovation
		How to organize to enable new business creation
		On persistence and patience
		In short
		Get started
		Notes
	09 Collaborate using the fisheye lens: creating adaptable ecosystems for change and expansion
		Embracing uncertainty
		Orchestrating ecosystems
		Agility versus commitment – a balancing act
		Platformization of industries
		In short
		Get started
		Notes
PART FOUR Conclusion
	10 Conclusion – three essential capabilities: the playbook for continual customer-based growth
		Step 1 – Connect
		Step 2 – Convert
		Step 3 – Collaborate
		Notes
Index