In order to maintain that focus, a company must be certain that its long-term perspective of value is the same as the one shared by its customers. Customers recognize that value is delivered when a product, service or solution helps them achieve something that is important to them. More specifically, as they attempt to execute a specific process, they look for solutions that will enable them to do so more efficiently. For example, a lawnmower is acquired to simplify the process of lawn maintenance. Services like E-Trade simplify the process of buying and selling stocks.
Microprocessors simplify the process of data processing.
All successful products and services can be linked to simplifying the execution of a specific process. Therefore, in order to create ongoing customer value, organizations must understand and focus on the process that their solution helps execute. Despite the fact that customers share this process perspective, companies often fall into the trap of upholding and standing by the solutions they produce for their customers. By their very nature, extinction is the eventual end to all solutions. We can see this in the study of any product life cycle curve, or s-curve as it is called.