Outside In

Andy Mabbett [CC BY-SA 3.0 (https://creativecommons.org/licenses/by-sa/3.0)] via Wikimedia Commons.  Artwork by Oliver Beer,  Outside-in  at  Ikon , Birmingham, England. Made from lead crystal, the work serves as an ear trumpet, amplifying the sounds outside the gallery and allowing those inside to hear them when they place an ear against the work.

Andy Mabbett [CC BY-SA 3.0 (https://creativecommons.org/licenses/by-sa/3.0)] via Wikimedia Commons.

Artwork by Oliver Beer, Outside-in at Ikon, Birmingham, England. Made from lead crystal, the work serves as an ear trumpet, amplifying the sounds outside the gallery and allowing those inside to hear them when they place an ear against the work.

“The most successful forms start with identifying what is on the outside that they need to interact with and then working their way back into finding the form that best suits their external purpose.”*

For a business the key ‘outside’ thing that ‘they need to interact with’ is the customer. The interaction is making and keeping the business’s Promise.

So to me, it makes sense to build a supporting framework that reflects this. That way, everyone knows what the business is there to do.

*herman wagter & jean m. russell, cultivating flows.