It is a paradox that the simplest of management lessons, ‘giving customers what they want’, is both so much written about and so imperfectly practised.

In the latest edition of OC&C’s Strategic Insights, we discuss what sectors as diverse as gastronomy and mobile TV do to fulfill their customer’s needs. The subjects range from structural changes in consumer trends to expectation management at the tills.

Meeting customer requirements – or even surpassing them –requires consistency – consistency that is maintained throughout the company. The same applies to the ‘greengineering’ concept, which we also address in this issue. Another subject that requires a high level of consistency is the thinking in ‘End-Gaming’, putting the ‘winning gene’ back into strategy development.

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