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为什么要以客户为中心？因为有以客户为中心有很多好处，最大的好处是，客户经常有各种不满，他们想要更好的产品，即使他们不知道想要的产品是什么。你取悦客户的愿望驱动你代表客户利益去创新。没有客户请求亚马逊创立金牌会员，但是最后证明客户是需要金牌会员的。诸如此类，我可以举出很多例子。
True Customer Obsession。 Why？ There are many advantages to a customer-centric approach， but here‘s the big one: customers are always beautifully， wonderfully dissatisfied， even when they report being happy and business is great。 Even when they don’t yet know it， customers want something better， and your desire to delight customers will drive you to inventon their behalf。
No customer ever asked Amazon to create the Prime membership program， but it sure turns out they wanted it， and I could give you many such examples。
要小心使用替代指标。一个经常的案例就是将流程作为替代指标。好的流程服务你，让你可以更好服务客户。但是如果不小心，流程就成为了主体，这在大公司会轻易发生。结果是，你停止了以客户为中心，而是追求正确的流程。当不理想的事情发生时，“我遵守了流程”的辩护并非不常见。更有人投机取巧研究和利用流程。流程不是主体。这是值得问问自己的，我们拥有流程还是流程拥有我们。在Day 2公司，你会一眼看出这个问题。
Resist Proxies。 A common example is process as proxy。 Good process serves you so you can serve customers。 But if you‘re not watchful， the process can become the thing。 This can happen very easily in large organizations。 The process becomes the proxy for the result you want。 You stop looking at outcomes and just make sure you’re doing the process right。