Abstract
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.
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Notes
- 1.
The BRD (business requirement document) is a document that takes months to produce and then leadership has to sign it to allow the project to proceed; however, usually nobody actually reads it…
- 2.
World Wide Developers Conference, May 1997, 52:15, http://everystevejobsvideo.com/qa-with-steve-jobs-wwdc-1997/ .
- 3.
Japanese word for “the real place,” which translates to “get out of your office; go and see; don’t make assumptions; look for facts and reality in the gemba.”
- 4.
Backlog grooming is an agile approach to creating and refining the user stories, an ongoing activity involving the product owner and team to develop the product backlog so that the top items are ready for delivery by the team.
- 5.
Big Think, Sam McNerney, “Drunk Tank Pink: A Q&A with Adam Alter,” http://bigthink.com/insights-of-genius/drunk-tank-pink-a-qa-with-adam-alter , March 21, 2013.
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© 2018 Michael Nir
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Nir, M. (2018). Start with the Customer in Mind. In: The Pragmatist's Guide to Corporate Lean Strategy. Apress, Berkeley, CA. https://doi.org/10.1007/978-1-4842-3537-9_2
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DOI: https://doi.org/10.1007/978-1-4842-3537-9_2
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