Start with the Customer in Mind
Implementing outside-in thinking in these organizations is more than a well-designed exercise in creating a persona. Rather, it is an ongoing battle to break free from the prevailing mindset of “the consumer is our enemy” and “there’s a zero sum game between us and the consumer” to embracing collaboration with the consumer. The only way to truly embrace “start with the customer in mind” is through the construction of a concrete persona. Having executives participate in sessions with real people as part of structuring the persona has a tremendous impact and leads to true empathy; the outside-in thinking usually follows.