david j anderson school of management

Achieve fit for purpose in any context by using this system for understanding your customers' "why"

The popular Fit-For-Purpose 4-day course is developed from the recent book Fit For Purpose – how modern businesses find, satisfy & keep customers by David J Anderson & Alexei Zheglov. The book  explores how companies can understand their customers and develop products that fit with the purpose(s) they have.

It’s THE framework you need to segment your market according to purpose, and manage the portfolio of products and services to create happy customers.


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The F4P Framework includes guidance on: segmenting your market by customer purpose, determining the criteria customer’s use to make a selection amongst competitors, and a powerful call for action on metrics and KPIs.

The F4P Framework combines both narrative- and data-based approaches to sensing customer segments, their criteria and assessing fitness. Your company can use these to serve their customers better and to find the right customers to serve.

Understanding market segments defined by purpose and understanding customers’ fitness criteria should be among your business’ core strategic capabilities to ensure organizational alignment and long-term survivability of the business.

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David Anderson

David J Anderson is an innovator in management thinking for 21st Century businesses. He is chairman of Lean Kanban Inc., a training, consulting, events, and publishing business, making new ideas accessible to managers across the globe. He has more than 30 years’ experience in the high-technology industry, starting with games in the early 1980’s. He worked at IBM, Sprint, Motorola, and Microsoft, as well as a number of startup businesses. He is the pioneer of both the Kanban Method and Enterprise Services Planning.

Alexei Zheglov

Alexei Zheglov is a management consultant based in Waterloo, Ontario, Canada. He was first educated as a mathematician and a software engineer. Then, for many long years, he experienced how modern companies run into all kinds of problems when they try to produce and deliver complex intellectual products or professional services to customers. Nowadays, Zheglov brings pragmatic, actionable guidance to such companies so that they can do better. He does it by running his own consulting and training business, serving a variety of clients, each with their own meaning of “fit-for-purpose.”