Customer-centric value creation

Customer-centric value creation is what I visualized while reading this article by Joca Torres, published on Medium (see link at the end, as usual).

Establish a customer-centric mindset by generating and using customer-centric data. You need this to understand your (most important) users and prioritize their needs.

You all surely remember that commercial with Ennio Doris from Banca Mediolanum-”the bank built around you”-it read.

Let’s say that so many have instead “just” (in the literal sense of the word) copied. And in fact, today we have banks that outsource customer support to “bot” applications, and so do many other businesses, from telecommunications companies to online sales of furniture and various home furnishings or sportswear.

However, the customer is not at all at the center and often has a disappointing “user experience” as the good ones say.

Putting the customer at the center is important when you have to design and develop valuable products and services. When you understand, measure, and prioritize customer needs, then you can find and develop the right solutions suitable for continuously creating value for your customers and your organization.

So the central idea is to “create value,” by which I mean value for customers and for the company itself: you offer something that if it makes sense for customers, makes sense for the company as well.

Such an “agile organization” avoids information overload. Rarely is the problem a lack of knowledge. There is almost no company that does not have enough information.

Think of product ideas, feature requests, feedback, problems, bugs, data and statistics on usage and user behavior.

Information overload, especially redundancy, causes the backlog to grow fast; often faster than you can work on activities declined as “stories.”

At this point it almost always happens that the problem becomes access to information: up-to-date information and “only the information you need.”

The challenge becomes “focus”: which of these ideas, features or problems is the most important? Which one is the most urgent?

I quote from memory a statement by Prof. Theodore Levitt: “People don’t want a drill, they want a hole in the wall.” It is to be understood in this way: actually the customer would like something that attached to the wall can hold books in an orderly manner.

By being clear about what the customer really wants, you “win” in the market.

Ultimately, how should stories be prioritized? How do you decide which next enhancement is most relevant to your customers? Or at least more relevant than another. What is the most valuable area in which you should develop and offer a solution to a specific need?

Here in this case what you need is not a drill, but the consultant who can effectively apply theoretical knowledge that combined with his or her real-world experience will keep you from hurting yourself with the drill.

References and insights: by Joca Torres

“Making twice as much in half the time. Aim for Success with the Scrum Method” on Amazon here:

“Scrum for Hardware: Second Edition” by Paolo Sammicheli, on Amazon here:

“Challenges of User Stories in the Scrum Software Development Lifecycle: A Framework for Mitigating the Challenges of Changing User Stories in Scrum Software Development” on Amazon here:
“Agile company” by Marco Dussin on Amazon here:

“The agile factory. Product Development in the Fourth Industrial Revolution” by Claudio Saurin on Amazon here:

“Get the most out of your Agile Retrospectives: A set of techniques to perform your Retrospectives in Agile methodologies” by Luis Gonçalves on Amazon here:



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Calogero Kalos Bonasia

Calogero Kalos Bonasia

OMNIA MEA MECUM PORTO: Business Agility & Value Stream Mapping | (Agile) Project Management | Organizational & Collective Intelligence | Corporate Training