Peter Fader’s customer centricity keynote draws a line in the sand between the old school product centricity model of business development and the new “solution provider” model.
Fader begins by clearly outlining product centricity. He explains that businesses traditionally grew their products in one of two ways: either by using their knowledge to expand their product line to offer existing customers more or by attempting to reach more customers with the same product. This model assumed a sort of natural monopoly where said business was the only one with the idea or know how.
Fader quickly brings us up to speed by describing the solution driven customer centricity model of today. He gives a great example of IBM who went from producing a commoditized array of products to offering business solutions to its clients regardless of the vendor the product came from.