Cover -- Contents -- List of case studies -- List of HOW TO boxes -- Preface -- Acknowledgements -- Introduction: connect-convert-collaborate: how to build a customer-driven innovation journey -- Connect -- Convert -- Collaborate -- The strategic case for customer understanding and market insight -- The antecedents -- Desperately seeking -- Firm-centric paradigm versus customer-centred perspective -- How to read this book -- Notes -- PART ONE The zoom lens - Laying the foundation for outside-in strategy -- 01 Connect using the zoom lens: five practices to zoom in on your customer -- Establish a feedback loop from customers -- Immersive customer understanding -- Using every source of information you have -- Customers as a source of ideas -- Customers as developers -- Organizing the customer connection -- Conclusion -- In short -- Get started -- Notes -- 02 Convert using the zoom lens: how to create a culture of daily innovation -- Harness the potential of incremental innovation -- Leverage a connected development model -- Close the customer feedback loop -- Make innovation organization wide -- In short -- Get started -- Notes -- 03 Collaborate using the zoom lens: placing the customer at the heart of your activities -- Building a bridge between the inside and the outside -- Harvest all customer roles -- Towards a truly customer-oriented culture -- Conclusion -- In short -- Get started -- Notes -- PART TWO The wide lens - How to innovate your current customer journey -- 04 Connect using the wide lens: understanding your customers' journey, goals and outcomes -- How to enhance the existing customer journey -- An opportunity to innovate by rethinking the customer journey entirely -- Rethink segmentation -- In short -- Get started -- Notes -- 05 Convert using the wide lens: creating innovative solutions to the challenges that customers face.

What is solution thinking? -- The outside-in value proposition -- The integration solution -- The disintegration solution -- The solution-focused organization -- The trap of competence thinking -- In short -- Get started -- Notes -- 06 Collaborate using the wide lens: creating customer value by collaborating along the value chain -- Connect downstream value with upstream collaboration -- Defining the assets that ensure your role in the ecosystem -- Re-create the value chain -- In short -- Get started -- Notes -- PART THREE The fisheye lens - Expanding your customer base to new horizons -- 07 Connect using the fisheye lens: how to learn from customers you don't have -- Learn from the customers you don't have -- The competitors of the future -- Traps to be avoided - on blinkers and biases -- Driving attention to the outside -- How to exploit the fisheye lens -- In short -- Get started -- Notes -- 08 Convert using the fisheye lens: should business-model innovation be on your agenda? -- Business-model innovation: fad or fab? -- The enemies of business-model innovation -- How to organize to enable new business creation -- On persistence and patience -- In short -- Get started -- Notes -- 09 Collaborate using the fisheye lens: creating adaptable ecosystems for change and expansion -- Embracing uncertainty -- Orchestrating ecosystems -- Agility versus commitment - a balancing act -- Platformization of industries -- In short -- Get started -- Notes -- PART FOUR Conclusion -- 10 Conclusion - three essential capabilities: the playbook for continual customer-based growth -- Step 1 - Connect -- Step 2 - Convert -- Step 3 - Collaborate -- Notes -- Index.