Outside in — that’s the mantra. We must be guided by our customer’s needs. I can picture you nodding along.

Unfortunately though, to achieve brilliance you need something more than customer and market insights can provide: artistry, boldness, and a willingness to take risks.

Think about the world’s most influential creators. Are they “customer-centric” or are they actually taste-makers? Do they lead or do they follow? Do they make what people want, or do people want what they make? Do you think their process is more outside in, or inside out?

Damien Hirst — A dead shark in a tank? Inside out.
James Dyson — A fancy vacuum cleaner? Inside out.
Elon Musk — Reusable space rockets? It can’t be done! Inside out.
Jobs / Ive — “People don’t know what they want until you show it to them.” Inside out.
Paul Rand — "If you want options, go talk to other people." Inside out.
Tinker Hatfield — A sneaker based on a French building with a silly air bubble? Inside out.
Jim Jannard — "We can't wait for society." Sold Oakley Sunglasses for $2.1bn. Inside out.

Outside-in is a safer path to mediocrity. Inside-out is riskier path to greatness. Research may illuminate the problem space but creativity and courage separate the good from the great.

Who dares wins.

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