Outside-in marketing approach and strategy

Jeff Bezos, the founder and chairman of Amazon.com is a champion of the outside-in marketing approach and strategy; said,’’ Rather than ask what we are good at and what else can we do with that skill, you ask, who are our customers? What do they need? And then you say we’re going to give that to them regardless of whether we have the skills to do so, and we will learn these skills no matter how long it takes…There is a tendency I think for executives to think that the right course of action is to stick to the knitting— stick with what you are good at. That may be a generally good rule, but the problem is the world changes out from under you if you are not constantly adding to your skill set” (Lyons 2010, p.20).

Reference

Lyons, Daniel (January 4, 2010), “The Customer Is Always Right,” Newsweek, 85–86.