The thinking behind the approach
One set of ideas.
Three ways in.
Listen to the argument. Read the evidence. Explore how the ideas connect. Choose the format that helps you understand, question and use the thinking.
Supporting perspective
Rethinking customer value and the way work gets done
The customer and human thinking behind our approach. Open the visual, listen to the introduction or read the full argument and references.
Follow the evidence
Select a connection below to explore it.
Swipe across the diagram to follow the connections →
01 / Outside in
What has changed for the customer?
Look at new expectations, alternatives and risks. Ask people about their last real experience. Include colleagues whose outcomes depend on your function.
What can the customer now do, expect or obtain elsewhere?
Human support underpins the whole picture: curiosity, psychological safety, professional identity, skills and incentives. Diagram is conceptual; line widths do not represent measured quantities.
Read the reasoning and references →Communication is part of the method
Design for the person
receiving the information.
A board paper can be circulated without everyone having time to absorb it. A short audio introduction can help someone prepare; a visual can reveal the relationships; the paper preserves the reasoning, references and limits.
We used NotebookLM to create these audio companions from our papers and selected sources. The narration is AI-generated, reviewed and edited for clarity. These are introductions to the argument, with the written evidence available alongside.
Ask what helps the recipient prepare and challenge. Then check understanding: can they explain the idea, identify its limits and say what it changes in their work? A play or a download does not establish that.
Original authors and further listening
Go back to the source.
Short talks, interviews and official audiobooks. Choose an idea relevant to your work, then put it to a practical test.
PERSONAL and TEAM
Level 5 Leadership
Jim Collins
Author video · 1:23
Reflect on how humility and determination appear in your own decisions.
Listen or watch ↗TEAM and ADVANCED
Autopsies without Blame
Jim Collins
Author clip · 1:56
Review one missed expectation and what the team can learn from it.
Listen or watch ↗TEAM and ACCELERATE
Cross-Culture Work in a Global Economy
Erin Meyer with HBR IdeaCast
Author interview
Discuss how this team prefers to communicate and challenge ideas.
Listen or watch ↗ACCELERATE
The Mom Test
Rob Fitzpatrick
Audiobook via author’s site · purchase
Prepare questions about a customer’s last real experience, including internal customers.
Listen or watch ↗ACCELERATE and ADVANCED PLUS
The Lean Startup
Eric Ries
Publisher audiobook · 8h 39m · purchase
Name an assumption, a small test and what would change your decision.
Listen or watch ↗FUNCTION and STRATEGIC
OKRs Explained
John Doerr
Author video · 4:01
Connect a future objective to evidence of an improved customer or business outcome.
Listen or watch ↗PERSONAL onwards
Curious
Ian Leslie
Publisher audiobook · purchase
Follow an unfamiliar question beyond the first plausible answer.
Listen or watch ↗