A company s ability to quickly adapt to the changing demands and requirements of its customers has become an essential requirement for it s long-term survival. Managers must not limit their thinking to just the product or project s value but more importantly what will make customers prefer their offerings to those presented by rivals. It s about a Result Focus aimed not simply at what is made and how much it will cost to manufacture but how it will be useful to those who buy it: it s about exceeding the customer s experience and so beating the competition."