The yin and yang of outside-in thinking

摘要

An outside-in approach to making a marketing strategy starts with the leadership team stepping outside the boundaries and constraints of the organization as it is, and looking first to the market for guidance: How and why are the needs and behaviors of current and prospective customers changing? What can we do to solve their problems and help them succeed? What new competitors are poised to meet these needs? What moves by others in the ecosystem could help or hurt us? Conversely, inside-out approaches start with the existing resources and capabilities of the organization and ask how they can best be applied and leveraged. Superior strategies emerge when these two approaches are integrated in an iterative, learning process.