Fostering breakthrough AI innovation through customer-back engineering

Short summary

Most organizations fail to capture expected digital investment value because they start with technology capabilities and bolt on applications, rather than beginning with customer needs. McKinsey research shows this approach yields less than one-third of expected value realization. Customer-back engineering—starting with customer needs and working backward to technology—creates more integrated and valuable solutions.

• •Organizations typically start with tech capabilities and add applications, missing customer needs
• •McKinsey: this approach captures less than one-third of expected digital value
• •Customer-back engineering aligns solutions with actual customer needs for better outcomes

Generated with AI, which can make mistakes.