Whether you work in product management, service design, customer experience, or agile transformation, this preview will give you a clear and useful lens on what matters most to your customers — and how to deliver it.

What You’ll Learn

• How to segment your market based on customer purpose, not demographics

• How to identify and measure fitness criteria that influence real-world buying decisions

• How to use both narrative and data-driven approaches to improve customer satisfaction and business performance

• Why understanding different stakeholder perspectives leads to better service design and innovation

Included in the Download

Chapter 5 Plus: A 360-Degree View on the Way to the London Eye
Through a rich narrative, this chapter illustrates how true fitness-for-purpose depends on understanding the needs of all stakeholders — not just customers. It explores the challenges of balancing regulation, service design, and user experience, using the transition to electric London taxis as a case study in systemic change and stakeholder alignment.

Chapter 6: Unicorn Hunting or “Open All Hours”
This chapter introduces the six commonly recurring fitness criteria customers use when making choices:

• Affordability

• Convenience

• Lead time and its predictability

• Optionality

• Quality (functional and non-functional)

• Safety and regulatory conformance
  It challenges myths around innovation and unmet needs, emphasizing that what customers value hasn’t changed — what changes is how easily and effectively we help them achieve their purpose.

These chapters offer a taste of the full book — a practical, evidence-based guide for leaders and teams seeking to build services that are truly fit for their customers.

Download now to explore the foundational ideas behind the Fit-for-Purpose Framework.