The better way to serve the customer is to serve the whole system

The customer is only one of many moving pieces in a market and focusing on the customer might not always be the best way to support them.

Looking directly at the customer through models like journeys or personas can even blind us from seeing the forces of influence that will have the greatest effect on them.

The promise of a systems approach is that it is a better way to help the company understand the whole market and operate as a coordinated whole company.

And in complex continuously moving environments we need better more inclusive models that allow us to understand as much as we can about the complex relationships and effects of our decisions, indecisions and actions.

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