01
The Problem and the Path
Most organisations know they should be more customer-centric. They say it at offsites. It appears in the strategy deck. Then the planning cycle begins — and the customer disappears. Part one diagnoses why this happens. And what it costs.
02
Single-Minded Business Design
This is the core of the book. A connected system for building a business around what customers actually value — THINK. DESIGN. IMPLEMENT. In the right order.
03
Leading the Single-Minded Organisation
The third part covers what leadership actually needs to change. Culture, incentives, and the daily decisions that quietly override strategy — or make it stick.
04
Staying Simple in a Complex World
A week-by-week 90-day blueprint for making it real — from aligning leadership to scaling what works. A starting point for teams who are ready to move.
PART 02 — THE CORE
Three movements. In the right order.
THINK
The question most strategies skip: where, exactly, should we compete? Market spaces, customer benefit areas, strategic focus. Most strategy fails before execution begins — at the choice of where to compete. This part builds the discipline to answer that question clearly and commit to it fully.
DESIGN
Strategy that doesn't reach a customer is theatre. Systems, data, and experimentation that let you build what the market will actually pay for — and validate it before you commit. This part covers how to move from strategic intent to offerings customers will buy.
IMPLEMENT
Most execution fails after the launch — not before it. Speed, learning, adaptability, and the courage to say no. This part covers the leadership and culture shifts that turn strategy into something the organisation actually runs on — not just agrees to.
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