A company's ability to quickly adapt to the changing demands and requirements of its customers has become an essential requirement for it's long-term survival. Managers must not limit their thinking to `just' the product or project's value but more importantly what will make customers prefer their offerings to those presented by rivals. It's about a `Result Focus' aimed not simply at what is made and how much it will cost to manufacture but how it will be useful to those who buy it: it's about exceeding the customer's experience and so beating the competition.