Chapter 3. Vision

A goal of any organization is to build an organizational culture that continually evolves to deliver greater and greater value to its customers over time, which leads to greater and greater sales and profits over time.

In order to build a vision of ever-increasing value to customers, some understanding of human nature and what the customers' needs are must be addressed.

Figure 3-1 presents one approach to that definition. On the left side of the chart is value—those products and services that the customer perceives as valuable and is willing to pay for.

Customer value-added chart.

Figure 3-1. Customer value-added chart.

Along the bottom is experience. This includes ...

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