“Many organisations have expressed their intent to be customer centric, but have struggled to bring this to life within traditional organisational approaches. Other than the few exceptions, consumers generally remain underwhelmed with the value they are provided and as a result are disloyal to brands. In response to this mismatch of intent and impact, Profit by Design maps a pragmatic, step by step approach to providing value to customers that in turn drives profit for the organisation. Easier said than done in today’s complex operating environments.”