CTO Straight Talk - Issue 3 - 4

Articles Editor Gil Press

The New Source of
Product Innovation

Brand Managers Mrinal Sharma, Anshika Sharma

Call it Customer-Centricity 2.0.

Contributing Writers Stephanie Overby, Ariella Brown

In recent decades, there has been a growing realization
that customer-centricity-ensuring a positive experience
for customers before, during, and after the sale of a
product-is key to business success.

Editor-in-Chief Paul Hemp
Managing Editor Neha Anand

Copy Editor Lucy McCauley
Art Directors Chetna Bawa, Syed N. Rizvi
Project Management Maitreyee Thakkur, Shamsul Zuberi
Creative Support Harish Kumar Chandani, Pawan Kumar
Editorial Advisory Board C Vijayakumar, Matt Preschern,
GH Rao, Vittal Devarajan, Apurva Chamaria
Printing Lustra Print Process Pvt. Ltd., New Delhi

Acknowledgements
Akiko Takei, Bhavana Gupta, Hirren Turakhia, Puneet Goyal, Raj
Narayanaswamy, Raj Padmaraj, Ross Bagully, Sushaiv Wadekar

Contact Us
For information on reprinting articles and all other
correspondence, please contact:
Wendy Semerau

Neha Anand

HCL America, Inc.
3333 Warrenville Road,
Suite 750
Lisle, IL 60532 USA
wsemerau@hcl.com

HCL Technologies
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neha.an@hcl.com

CTO Straight Talk is a periodical published by HCL
Technologies (HCLT) meant for its existing and prospective
Engineering and R&D Services clients for information
purposes. The information contained in the publication
contains general views based on the experiences of technology
practitioners and subject matter experts within and outside of
HCLT, expressed by them in their individual capacity and in no
event shall HCLT (including its affiliates and group companies)
be liable for any claim, damages or any other liability arising
out of or resulting from this publication. You are advised to
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All contents are copyright © 2017 by HCL Technologies Ltd.
All rights reserved. Excerpts may be reprinted with attribution

But the design of new products has often lagged behind.
Yes, products, by their very definition, are meant to meet
the requirements of those who use them. Too often, though,
companies and their product developers focus more on the
latest technology than on what customers might actually
need. At worst, this inside-out approach has led to products
bristling with new features that customers don't want.
The cover article of this issue-the third edition of CTO Straight
Talk-looks at how companies in a variety of industries, from
software to refrigeration systems, are trying to bring customers
into the product design process. The shift in emphasis from
technology to customer is an element of "design thinking," a
concept that has captured the imagination of business in recent
years. But other approaches, from "solutions-based engineering"
to "user-focused development," also put the customer at the
center of the process.
Whatever you call it, this next-generation customercentricity requires a big change in mindset for many product
developers. We hope that you might experience at least a
slight shift in perspective as you read the stories recounted in
the cover article, which is a natural successor to cover articles
in previous issues on the Internet of Things and Product
Intelligence. (You can read these earlier issues online at www.
straighttalkonline.com/magazine.)
This issue of CTO Straight Talk also includes a healthy
offering of our core content: articles sharing the experiencebased professional insights of CTOs and other senior
engineering and technology executives (including one Chief
Technology Officer who is also the Chief Marketing Officer!).
You'll also find an interview with technology thought leader
Pradeep Sindhu, co-founder of Juniper Networks. He draws
on his 30-year career to provide a 30,000-foot view of-and
caution concerning-a tectonic shift that has been subtly
changing the computing landscape.
All in all, we believe that this issue is one that you, our
"customer," will find both interesting and useful.

to HCL Technologies.

Paul Hemp
Editor-in-Chief
CTO Straight Talk


http://www.straighttalkonline.com/magazine http://www.straighttalkonline.com/magazine

CTO Straight Talk - Issue 3

Table of Contents for the Digital Edition of CTO Straight Talk - Issue 3

Contents
CTO Straight Talk - Issue 3 - Cover1
CTO Straight Talk - Issue 3 - Cover2
CTO Straight Talk - Issue 3 - 1
CTO Straight Talk - Issue 3 - Contents
CTO Straight Talk - Issue 3 - 3
CTO Straight Talk - Issue 3 - 4
CTO Straight Talk - Issue 3 - 5
CTO Straight Talk - Issue 3 - 6
CTO Straight Talk - Issue 3 - 7
CTO Straight Talk - Issue 3 - 8
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CTO Straight Talk - Issue 3 - Cover4
https://magazine.straighttalkonline.com/cto/issue4
https://magazine.straighttalkonline.com/cto/issue3
https://magazine.straighttalkonline.com/cto/issue2
https://magazine.straighttalkonline.com/cto/issue1
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