Look Before You Leap
Developing a Customer-focused
‘Would you tell me, please, which way I ought to go from here?’
‘That depends a good deal on where you want to get to,’ said the Cat.
‘I don’t much care where,’ said Alice.
‘Then it doesn’t matter which way you go,’ said the Cat.
Alice's Adventures in Wonderland, Lewis Carroll
A leading UK service company decided that it needed to diversify its business portfolio, so it commissioned a well-known firm of international strategy consultants to help it identify what it should do, and how. The consultants approached the task professionally and thoroughly, using the company's competencies as the building blocks for appraising the various ideas that arose.
The project proceeded well and a new concept surfaced comparatively quickly that was complementary to the core business. It reflected the company's heritage; built on its worldwide customer and operational reach; and capitalized on its experience at managing mass consumer markets. It was also less seasonal and, by working through third-party business partners, the company believed that it could achieve critical mass quickly and affordably.