New competitive spaces: Jointly investing in new customer logic

This article offers an organizing framework for new “competitive spaces” based on customer rather than linear logic and a set of alternate terms and tools to assist the modern corporation in producing solutions which are both relevant and cost effective to end user markets. It calls for a fundamental paradigm shift away from linear corporate assumptions and concepts, which sought to push as much down the system as possible. The author offers a “reverse customer logic” and language, which begin with end user customers and then asks who does what, when, where, and how, to achieve what, when. She provides structured principles to facilitate the transformation from where the managers are to where they need to go in an everchanging environment.