Developing an external perspective: An oversimplified and underdeveloped capability

Abstract

Finding revolutionary wealth-creating strategies in today's business conditions requires an External Perspective (EP) - an individual and organisational capability to generate and exploit truly innovative ideas that breach organisational and industry mindsets to create marketing leading propositions. This article draws on recent research conducted by the General Management Development Programmes Group at Cranfield. The study offers critical insight and practical recommendations for those seeking to develop the organisational capability to leapfrog competitors to get to the future first.