Get closer for the new normal.

Published 8th June 2020 by Chris Dell

“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”

Steve Jobs was certainly right about that – always put customers front and centre in your thinking. He did it relentlessly.

Today as companies seek to define their place in our new normal economy, this advice of his takes on a new timely relevance (if indeed it ever went away).

It seems obvious. It’s easy to say. But it isn’t always easy to do.

As we think about new ways of working and new structures inside our business, I have a suggestion and an action to help propel scale-ups further, faster.

Tie your product development and product positioning teams together – not literally, but perhaps virtually.


  • You should be feeding off the same customer insights and analysis
  • Together, you should be helping deliver the business vision
  • Your product should be delivering the functions and features that really matter, that will set it apart and provide the ‘unique customer experience’ promised

As a business,The Scale Partnership’s mission is to help scale-ups overcome the lumps and bumps in the road, to help achieve growth ahead of competitors.

We thought it would be helpful to provide an additional service – for those who want the all-important customer focus ingrained in their business – that supports clients in both product development and product positioning.

We now have a tech product development expert in our team – William Orme - so that we can all work together sharing insights and challenging each other to help develop our clients’ new and existing products in the most customer focused-way possible.

The new normal beckons.