A big difference between "customer-obsessed"organizations and all others is, they "lean more" on being "OUTSIDE-IN" while most others lean on being "INSIDE-OUT".. What does that mean:
OUTSIDE-IN : While you know what you want to build, where you think the market gaps are, you lean on "consumer & market insights" to shape your product roadmap
INSIDE-OUT : You use what "you" think and believe as an org to shape your product roadmap
Either in isolation is dangerous -- the consumers do not often know what they truly want, they do not THINK-FEEL-DO, its the inverse
Customer obsession --- is converging the following:
👉🏿YOUR beliefs & perspectives (your thought leadership)
👉🏿WHAT the consumer does (1st PARTY DATA)
👉🏿WHY the consumer does that (QUAL & QUANT RESEARCH)
👉🏿The SO WHATs - whatever you could infer about the consumer and their environment (INSIGHTs)...
Product, channel, campaign obsession is much easier (its all inside-out), customer obsession is VERY HARD (outside-in)
Do the harder part first, it usually goes further