Every company has a business model, whether their customers want it or not. This is because there is always a reason behind a customer choosing one product over another. However, the business model is defined differently from an inside perspective, due to the ambitions of management and the objectives each department.
A business model has two faces which look at the company from different angles. The internal one is oriented by goals and motivation. It is a control variable for the company’s strength. The external view is located where the money is rolling in and it explains why the customer’s money is flowing in a given direction. It also outlines the reality of the business.
The Jekyll and Hyde principle is problematic. One side cannot be seen through the eyes of the other (even if they wanted to) and this leads to an opaque film between external and internal. Consequently, companies develop ambitions which do not fit with the customer’s perception. This leads to further costs, which are higher than actual revenues. Some businesses see price as their strength, but rather surprisingly, it turns out that from the outside, their strength is quality.
When there are problems which previously seemed insurmountable but which can be remedied by modern data technology, these problems are located in the Jekyll and Hyde business model. Both Dr. Jekyll and Mr. Hyde can be treated with measuring technology. By integrating the two, you get a business model that is more appropriate to the customer’s expectations and helps management take decisions. It will be talked about in important places, it will be measureable and will therefore earn believability. Everyone will listen when the customer speaks. Management can therefore relax!
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