Outside in

hello
mark drasutis
chief product officer, digital
@markdrasutis

what is required to move from
Inside/Out to Outside/In?
in other words, to be customer
obsessed
@markdrasutis

Outside/In vs Inside/Out
where do the signals
come from in your
business?
@markdrasutis

Corporates tend to think
Inside/Out
Focused on the business outcomes from
internal process/roles/
technologies & protecting their core business
@markdrasutis

Every business needs to think
Outside/In
Looking at your business from the
customer’s perspective and searching for
product/market fit
@markdrasutis

Inside/Out approach makes conscious decisions to:
1. Not improve the customer experience incrementally, but through
major releases
2. Maximise shareholder returns, not about benefits for the customer
3. Improve internal efficiencies but to the detriment of customer
interactions
4. Make cost-cutting measures that also negatively impact the
customer experience
5. Focus on the wrong process, policy, people, or systems to change
@markdrasutis

ThoughtWorks - Oct 2015
@markdrasutis

Outside/In approach makes conscious decisions to:
1. Improve the customer experience incrementally
2. Maximize benefits for the customer
3. Improve internal efficiencies known to be pain points when
executing customer interactions
4. Make cost-cutting measures that significantly improve the customer
experience
5. Instill the right process, policy, people, or systems because you've
listened to customer feedback and know how customers are
affected
@markdrasutis

customer:
@markdrasutis
signals
jobs to be done
focused org
expectations

ask the right questions
not all products, businesses and signals are created equal, so focus on your ‘ideal’ customer
who is getting value from your product, then what actions are they taking to generate what
signals
the funnel
signals from customers vary across the funnel and those that matter vary, so you need to
ensure you have teams focused on the right metric for the right customer outcome
simple
if you are unable to derive a customer story from the signals and metrics you are using to
track your product/business, then it is too complicated. Simple gazumps complex every time,
3 signals that matter will give you a clearer view of the customer than 25 that are ‘vanity’
@markdrasutis

@markdrasutis
xyz SINGLE SITE PROJECT / DCP
Search
On-net
Off-net
Direct
Apps
Newsletters
Apple News
Google AMP
Casual
Facebook IA
Engaged
Subscribed
Off-net
Web
Acquisition Web
Engagement
Apps
Newsletters
Social
Acquisition
Activation
Retention
Referral
Revenue
Subscriber
Identity&Data
1
2
3
4
5
6
Web Acquisition Team
KPIs: ↑ # of UBs
↑ # articles per session
↑ # sessions per week
↑ % known users
Web Engagement Team
KPIs: ↑ # monthly active users
↑ attention Minutes
↑ % logged in
↑ # sessions per week
↑ # to targeted breach
Subscriber Team
KPIs: ↑ # subscribers
↑ % overall sub yield
↑ Monthly Active Subscribers
↓ % churn
↑ # paid products
Apps Team
KPIs: ↑ # active users
↑ monthly Active Users
↑ % logged in
Newsletters Team
KPIs: ↑ # subscribers
↑ open Rate/CTR
Off-Net Team
KPIs: ↑ # active users
↑ Monthly Active Users
1
2
3
4
5
6

“job” is shorthand for what an
individual really seeks to
accomplish in a given
circumstance
@markdrasutis

the circumstances are more
important than customer
characteristics, product
attributes, new technologies, or
trends
@markdrasutis

good innovations solve
problems that formerly had only
inadequate solutions — or no
solution
@markdrasutis

jobs are never simply about
function — they have powerful
social and emotional
dimensions.
@markdrasutis

@markdrasutis
to create a customer focused
org, you need to reset your
strategy, systems & structures to
drive an outside/in approach
across all teams

strategy (noun): a plan of
action or policy designed
to achieve a major or
overall aim
@markdrasutis

awareness
devised (and adapted) through perception of the environment around you and in anticipation
of probable conditions of disruption
alignment
delivered in harmony among teams and individuals
scared cows
defining the level of risk you are willing to take & what are your sacred cows then challenge
them
mutually beneficial
defined as a shared outcome with customers, partners and employees
supported
embraced by individuals, fed by resources and budget
@markdrasutis

structure (noun): the
arrangement of and relations
between the parts or elements
of something complex
@markdrasutis

customer obsessed
teams designed around explicit and measurable customer facing outcomes; over channels or
disciplines that deliver value & impact
lean & autonomous
teams populated with only the members essential to the work; that value & impact (e.g. pizza
teams); are diverse & able to operate without interference or interdependence and able to fail
safe
porous
internal structures which are permeable to additional resources, communities, partners, and all
other teams
self-organizing
teams granted the authority and resources to assemble, adapt, or disband based on evidence
@markdrasutis

system (noun): a set of
connected things or parts
forming a complex whole
@markdrasutis

simple
systems which are intuitive, uncomplicated, and interoperable. every team is part of the same
system
transparent
systems which are explicit and distributed
plastic
systems which are malleable in pursuit of the organization’s strategy and in support of the
organization’s structure. disruption can trigger quick change
automated
beneficial systems which initiate or take place without conscious human action. they are not
forced, they are fluid & natural
@markdrasutis

“the first step to exceeding
your customer’s
expectations is to know
those expectations”
- Roy H Williams
@markdrasutis

76% of consumers expect organizations to
understand their individual needs
81% of consumers demand improved response time
68% anticipate organizations will harmonize
consumer experiences
- IBM Institute of Business Value
@markdrasutis

steer towards the upset or emerging jobs to be done of your customer
if there is no identifiable internal or external customer, disband the project. Focus on
Outside/In and call out Inside/Out thinking. Be honest to yourself, are you exceeding
customer expectations?
steer towards reducing internal misalignment
listen to the business, spot the misalignment. move from a telling business, to a listening &
telling business.
steer towards more autonomous teams
can the team alone take an idea to the customer and validate it/test the hypothesis. Do they
have clear line of sight to customer outcomes and business value?
steer towards simplifying structures & systems
stop getting in your own way, and if you do, change the system & adapt the structure to
reduce friction. Your customers do not care about your internal process/system, adapt them
to be customer obsessed.
@markdrasutis

Outside in

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