Is it disruptive to have satisfied customers?

In 1995, the Harvard Business Professor Clayton Christensen introduced the theory of disruptive innovation. Ever since then the term has gained popularity, and today the expression has turned into a wide term for describing innovative companies. The desire to disrupt is strong among entrepreneurs who constantly launch "the new Uber for an industry", but only a handful understand the true meaning of the concept.

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Do you understand why you should only look from the outside?

For the last couple of years, it has become common to use the expressions "outside-in" vs "inside-out" perspective. I believe it is much easier only to think outside. That way you will get the full view first, and then you can apply the implications of the outside perspective to the inside. 

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Is your company customer-centric?

What is your company’s primary focus? What is your honest reply? Many sincerely believe that they are customer-centric or focused on the customers they serve—when, in fact, they aren’t at all.

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What are B2B buyers’ biggest turnoffs?

A recent survey of some 250 buyers from a mixed range of industries and company sizes revealed what the biggest turnoffs are during the B2B buying experience. If you think for half a minute about your own buying experiences, you might be able to guess a few of them. They are unfortunately not that unusual.

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Are you aware of your customers’ micro-moments?

The use of smartphones and devices has changed our typical purchase journeys and decision making completely in the last decade. Everything from how we research brands, whom we trust, to how we compare to and purchase, has changed. So have the expectations we generally have on potential suppliers (which they very seldom fulfil), and how quickly we change allegiance if another vendor provides more effortless simplicity to us.

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