Traditionally we suggested that you approach your markets by first examining your products and or services and then finding customers, who need just that. This antiquated approach suggests that once you were clear on exactly what you sell, the next step was to search for customers, who would be a perfect fit for just that.
Although this approach has proved very effective in the past, the changing needs of our customers and the rapid rate of change all around us, has changed the way we need to do things.
It is no longer effective to limit your businesses with the only the current products and services you offer. If organisations are to thrive in this new ever-changing world, we need to become far more customer centric and we need to lose our dependence on our current products and services.
Instead of looking at what you currently have in terms of products and services and then finding potential customers, who need exactly what you have to sell. Organisations that want to thrive, into the future, need to turn their focus towards discovering exactly what your perfect current and future customers needs are, and then developing products and/or services to satisfy these.
Alternately you need to modify your current products and/or services, until they are suitable to meet the changing needs of your customers.
As can be seen from the graphic above, you need to make your future customer the focus of your efforts. Start by exploring their needs and think in terms of transformation.
In other words, you start by focusing on your future customer and then you explore the most appropriate end result that they will experience, after they buy your products or services.