The Complete Guide to Systems Thinking and Learning

Chapter III—Application: Phase A—The Outcome Thinking Tools 107

Tool #15 Customer Focus

Application of Systems Dynamics #4: Input/Output Model; and #6: Goal Seeking

The only reason for the existence of any organization is to serve someone else. This is your

primary outcome. Thus, once you’ve defined who your customer is, the entire focus of the

organization should be on serving that customer.

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For example:

If Cadillac’s customers are upscale older folks, is the total organi-

zation—people, physical plant, cars, etc.—focused on these customers?

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For example:

If part of your purpose in life is to raise your children effectively, have

you focused ...