Chapter 19

From Push to Pull

Customers create a value vortex

Various knitting needles stuck on a globe.

The pattern

Most people are aware of the shift from a vendors’ to a buyers’ market and the corresponding need for change towards demand-driven selling, but the challenge remains of how to adapt to these findings with a proper business model. The From Push to Pull pattern focuses on the ‘customer is king’ paradigm, making it central to all decisions within the enterprise, be they related to research and innovation, new product development, production, logistics or distribution (WHAT?, HOW?).

Figuratively speaking, we may imagine the customer pulling on a long rope that sets all ...

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