With a clearer picture of what the future could hold and the organization’s purpose for succeeding in it, leaders are better equipped to chart their course from present to future with greater confidence and clarity.
In our experience, a dual lens ― one looking from the outside in, and the other from inside out ― is invaluable to understanding the markets, consumers and ecosystem partners to be impacted on the organization’s newly charted journey.
In today’s experience-driven world, human-centered design has become central to all aspects of creating and executing a strategy. When a company understands the experiences and expectations of the people at the core of its business ― its customers, partners and employees ― it is better able to create and execute efforts to address their needs and drive growth.
Seeking to understand the value drivers that are at play in both the near- and longer-term future, the outside-in approach examines the experiences, interactions, dependencies, unmet needs and pain points of the customer, partner and employee. Along the way, this insight can reveal new opportunities, as well as the potential impact of strategic actions on these groups. Ultimately, these learnings can help distinguish where and how to play by uncovering core, adjacent and disruptive opportunities for growth.
At the same time, leaders can activate an inside-out view, assessing their organization’s processes, value streams, systems and operational requirements to deliver the desired experiences throughout the entire end-to-end journey.
Bringing together the dual lens of outside-in and inside-out, EY teams help clients break down strategic concepts into new business capabilities, technological breakthroughs and cultural shifts, effectively bridging customer-driven growth strategies with the operational requirements necessary to fulfill them. This becomes a strategic roadmap of initiatives and investments prioritized to create impact in the market for both immediate and long-term returns.