Why this book

Customer Innovation is a new book by Marion Debruyne about ‘outside-in’ innovation. “Your customers are deadly for your innovation and it’s all your fault”. That is Professor Debruyne’s provocative statement. Put positively: when innovating, you should not only take into consideration your current customer base, but you should look at the market instead.

A new set of organisations have combined customer centricity with innovative power, and they have created an outside-in approach to the market. They are not driven only by what they're good at. They start with the market and design their strategy around it.

What sets these organisations apart is how they relentlessly listen to their customers, innovate and adapt their business model to build the ideal customer solution. When they can't do so themselves, they collaborate with outside parties to complement their in-house competencies with the competencies they're missing to enable new customer solutions. As a result of their customer focus, outside-in organisations operate according to a reversed value chain -- the customer becomes the starting point and the value chain is the result of understanding customer needs and requirements.


Innovation expert Marion Debruyne explains how to become an outside-in organisation by constantly connecting with the market to anticipate changes, converting customer insights into actionable change and collaborating with others where their own capabilities fall short. In short: connect, convert, collaborate. Packed with real world examples from leading global companies, Customer Innovation provides the framework needed to shift from a product-oriented to a solutions-oriented focus and from a transaction-based to a co-creation-based customer relationship.

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