The commitment to providing customer valueĪdvocates of the outside-in strategy such as Rob Tarkoff agree that an inside-out strategy almost always distracts the company from both of those things.The ability to adapt to changes in the marketplace.There are 2 things that are essential for a business to succeed: It Distracts Companies from What Is Really Important Customer expectations are much higher now they expect to be wowed and dazzled with high-tech solutions, which can be difficult to deliver from an inside-out perspective. It’s how we’ve been taught to plan and strategize in business, but it’s now considered to be the “old way.” As technology has evolved, so has marketing. There are also some pretty important disadvantages to look at when it comes to the inside-out strategy… It’s Antiquated RELATED POST | Marketing Strategy - Part 1: What Your Marketing Is Likely Missing What We Don’t Like About the Inside-Out Strategy If a company is able to identify these things clearly, it can be successful using the inside-out strategy, and Apple is a prime example.Īpple has so clearly defined who they are and what they are good at that they can get mobs of people to camp out in line waiting for the latest iPhone time and time again. It’s about eliminating weaknesses and leveraging strengths, and it requires steadiness and stick-to-it-ness. It Leverages StrengthsĪn inside-out strategy focuses on what the company is good at and/or what they love to do, what they stand for, and why they even exist. It does this by focusing more on the internal workings of a company and looking at existing resources and how it can streamline internal operations to reduce spending. The inside-out strategy can lead to short-term gains since it helps companies increase back-end efficiency and cut costs. Let’s look at some of them… It Creates Short-Term Gains If done right, there are advantages to using an inside-out marketing approach. What We Like About the Inside-Out Strategy Alternatively, the inside-out strategy develops a product or service and then looks to find ways to create a desire for it. The outside-in strategy starts at the end and works backward by looking at what the customer wants and coming up with solutions from that viewpoint. This approach involves starting with an external market orientation and scrupulously studying customer insights before creating marketing strategies. On the other hand, the premise of the outside-in strategy is that providing customer value is the only way to success. It leverages its internal competencies, such as a talented team, long-term customer relationships, and efficient systems and processes. The premise of the inside-out strategy is that by building up a company’s strengths and abilities, it will be able to sustain itself by making smart choices. So which approach is best, and is it okay to function somewhere in the middle? Let’s get you those answers… Inside-Out Strategy vs. The truth is, your company probably falls somewhere between the following 2 marketing approaches: inside-out strategy and outside-in strategy. At the same time, you strive to keep things running efficiently internally while leveraging your strengths. You know you need to bring value to your customers by giving them the latest and greatest.

Outside in