Seeing differently
Seeing through the eyes of your customer. Imagine you are a customer of your own company, what do you see? What is the feeling you get about your own company? How do you, as a human being, feel treated? What is the story you are telling about your company?

Thinking differently
Seeing through the eyes of your customer, what do you think about your company? What do you think matters to your customers? Do you think your customers have a preference for your company? Why? If your company ceases to exist tomorrow, do you think your customers will miss it? What do you think it is they will miss?

Doing differently
Seeing through the eyes of your customer, thinking from their perspective of what they will miss should your company cease to exist tomorrow, what are you going to do differently? What will you do differently to give your customers a unique feeling, a feeling only your company can give them? What is it that you will do that will make your customers prefer your company over other alternatives, want to stay, buy more, and willingly recommend your company to their family and (off- and online) friends?

Being different
You succeed in giving your customers an experience that is relevant and unique to them as a human being, time and again. It’s an experience that is so unique, that they gladly come back for more and voluntarily recommend your company to their family and friends. The reputation of your company is so unique, not only do your customers stay, and spend more money, but also their trust in your company is such, that your operational cost decrease. Your marketing and sales cost decrease, because ‘it’ sells itself. New customers are attracted because people they trust recommended your company to them. Congratulations! You have successfully transformed your organization from a smoothly running factory into a healthy ecosystem in which things and people, doing and being, quantity and quality, output and impact are balanced. You have been able to trigger not only the minds, but also the hearts of your employees, your customers and your organization as a whole. Together with the people in your organization, you have learned how to create and sustain a healthy ecosystem.