From the book's by-text: Every layer of creativity, every success can inch a company farther from its customers.
I really second. Think of the success of Mortage Backed Securities, Credit Derivatives, .. that led to uncontrolled entity leverages and finally the crises which has shifted markets to new regimes characterized by almost unimaginable anomalies.....
From the book and how I applied this to our machine learning framework for Mathematica (mlf) business:
Create a demand landscape through an enhanced understanding of how people behave, their needs, wants, passions and frustrations. Production engineers make products, thus margins. Quality people check products, just before they are rolling out. Consequently, they are seen as the last hurdle. Mlf supports quality people with inline-process quality assurance. They trigger important decisions in early stages.
Reframe the opportunity space by looking with the eye of the customer, the eye of the market and the eye of the industry. Process and quality people collaborate tightly and make better control decisions (eye of the mlf customer). The market recognizes that mlf users deliver uncompromising quality (eye of the customer’s customers). Competition recognizes that mlf customers' in-process quality assurance is a success factor (eye of the process industry).
Formulate a strategic blueprint, make new opportunities relevant in the socio-economic context. We develop on requirements of process sectors (like steel, pulp and paper, energy) and co-finance such individual projects (in the frame of a industrial-research center). The transformation of industry-level experiences keep mlf up-to-date.
Summarising, we do not sell a product, but the transformation of customer experiences, connections and know-how packages.