Companies have several tactics that they use to gain consumer attention. Outside innovation is one way to revolutionize how a customer is going to learn about new products. Outside innovation is when a customer actually leads the design of a business process, products and services. They can even drive the business models.
Often outside innovation is more effective than using inside innovation techniques. This is due to the customer input that is offered to the company. By understanding what the customer wants the company can fulfill this. The downside to outside innovation is that many managers and executives do not believe in the concept yet. These companies are going to be the ones to suffer in the near future if they do not begin to look at outside innovation.