Innovation starts with the customer in mind. That seems obvious enough to most of us. However, for most customers – in particular consumers of utilities (e.g., electricity, water, telecoms) – the experience is one where they are as, at best, seen as an afterthought or, at worst, an impediment to greater profits. How do we move into the customer’s world and develop an outside-in approach to innovation and continuous improvement? Robin Timothy, Co-founder and Change Agent at BridgeOne.co, offers a set of steps for leaders to get closer to the customer experiences in order to drive product and service innovation.