Impulse No. 10: Taking the perspective of value-creation partners

–Thinking from the customer’s point of view

A better understanding of the intrinsic motivation of important value creation partners holds the potential to create additional benefits in the innovation process at different points in time. Closer cooperation across the entire value chain, for example, offers deeper insights into business processes, creates mutual understanding and helps to understand challenges from the customer’s or supplier’s point of view. Successful companies are also increasingly practicing skipping several stages of the value chain and collaborating with end customers.