This book presents a new approach that enables business people to design and operate their businesses (both strategies and actions) based firmly on a customer perspective -- in other words, from the outside in. The approach works despite the real-world challenge that there is never as much available information about customers as business people want and need. It leads to marketplace strategies with a clear, explicit customer reason for every marketplace action -- strategies with improved probabilities of success, that can be communicated throughout an organization and then understood and implemented by employees at all levels, and that can be adapted effectively as conditions change..