What is outside in?

An outside in thinking means that you look first from the customer’s perspective and subsequently find or design products, services, or/and offering, and make decisions based on what’s best for the customer. You listen to them, observe them, and understand what the real problems of real customers are.

What is an example of successful outside in thinking?

A successful outside in thinking correlates with growing performance indicators like product adoption/sales (market-product fit) or/and customer satisfaction (e.g. NPS). Insurance companies (e.g., Progressive in the US) that offer on-site and personal support to their impacted clients may be seen as a great example of outside-in thinking (turning a negative experience into a more acceptable one).

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