On August 20, 2012 Apple became the most valuable company in the world with a market capitalization of $623.5 billion. Contrast this with the late 1990s when Apple went nearly bankrupt. How did Apple manage to move from the near death experience of bankruptcy to an insanely great experience of being the most valuable company on earth? No doubt, the answer largely lies with the late Steve Jobs and the Apple team that he put in place. But how did Steve Jobs/Apple (team) dream up and execute the insanely great ideas that positively changed our world? This presentation tells uses the lens of the One-Page Customer Plan to tell you how. The visual framework and tools of the One-Page Customer Plan helps individuals and organizations to dream up and execute magical ideas that positively change the world. If you want to make a large and positive difference in the world, use the One-Page Customer Plan.

1. APPLE’S ONE-PAGE CUSTOMER PLAN: Customer Ecosystem Innovation
Dream Up and Execute Magical Ideas That Positively Change the World
 Past: PC Desktop  Present (2001) - Laptop/Network/Internet  Future – Digital Hub Lifestyle
FRACTAL ECOSYSTEM: An Ecosystem of (Product/Service) Ecosystems
DREAM/
VISION:
Ideal Final
ITENN Result
(IFR)
Requirements
for
Insanely Great
Customer
Experience
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

2. Template for ONE-PAGE CUSTOMER PLAN: Overview
CUSTOMER/CLIENT: ………………………………………………………………………………… Date:……………………………………
PROBLEM/GOAL/NEED/JOB: ………………………………………………………………………………………………………………………
 Past  Present  Future
FRACTAL ECOSYSTEM: An Ecosystem of (Product/Service) Ecosystems
DREAM/
VISION:
Ideal Final
ITENN Result
(IFR)
Requirements
for
Insanely Great
Customer
Experience
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

3. STEVE JOBS’ LAW FOR CUSTOMER ECOSYSTEM INNOVATION
Dream Up and Execute Magical Ideas That Positively Change the World
Start with
The Ideal Final Result (IFR) for
The Customer Experience
And
Work Backwards To
The Design of
The Products/Services As Well As
Customer and Business Ecosystems
Paraphrased from a Steve Jobs’ Quote
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

4. IDEAL FINAL RESULT (IFR): Definition, Requirements, and Features
Dream Up and Execute Magical Ideas That Positively Change the World
An “Ideal Final Result (IFR)”
Is
An Object, Ecosystem, or a System That
 Completely Resolves Customer Trade-offs
 Has Auto-Functionality, Almost Perfect Quality, and Versatility
 Is Weightless; Occupies Zero Space; Is Invisible
 Uses Internal Resources to Resolve Trade-offs in Zero Time
 Is Completely Interactive and Personalizable
 Delivers Insanely Great Customer Experience on Demand
 Has Almost Infinite Delight (Benefit; Useful Effect)
 Has Almost Zero Pain (Cost; Harmful Effect); Is Free
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

5. THE 2 CUSTOMER GREATNESS QUESTIONS
Basic Secret for Dreaming Up and Executing Magical Ideas That Positively Change the World
Steve Jobs Focused On Answering
The Two Customer Greatness Questions
For Creating
AP
Insanely Great Customer Experiences:
1. Who is the most valuable customer
in the present and future ecosystem?
2. How to viably create an insanely great
customer experience or a zero trade-off?
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

6. THE 2 CUSTOMER GREATNESS QUESTIONS: Visual Worksheet
CUSTOMER/CLIENT: ………………………………………………………………………………… Date:……………………………………
PROBLEM/GOAL/NEED/JOB: ………………………………………………………………………………………………………………………
ENTERPRISE Ecosystem (Product/Solution/Tool) CUSTOMER Ecosystem (Market/Problem/Job)
HOW TO VIABLY CREATE AN INSANELY GREAT WHO IS THE MOST VALUABLE CUSTOMER
CUSTOMER EXPERIENCE (IGCE) OR A ZERO (MVC) IN THE PRESENT AND FUTURE ECO-
TRADE-OFF? SYSTEM?
a
THE 2 CUSTOMER GREATNESS
QUESTIONS
Hypotheses vs. Reality
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

7. ASPIRATION MAP: Template for Documenting & Evaluating Customer Experience
Customer Ecosystem and Business Model Archetypes for Trade-off of Pain vs. Delight
Insanely Great Experience
Ideal Final Result (IFR)
Infinite Shared Greatness Market Segment (Customer Job/Crisis/Goal): ………………….……..……………….…………
………………………………………………………………………………………..…………….………….………….
10 Blue Ocean Sweet Spot Luxury Spot
(Value Innovation) Model (Differentiated/
Model Luxury Spot
Sustaining-
[R]evolutionary)
Model
6
Disruption Spot/Lean Oasis Volcano
(Disruptive Innovation) (‘Stuck-in-the-middle’) Model
Disruption Spot
Model Model
(+): DELIGHT
(Benefit/Revenue)
3
Green Ocean No-Man’s-Island Red Ocean
Model Model Model
Strategic
Choice
Key
High Level of Customer Experience 3 6 10
Low Level of Customer Experience
(-): PAIN
(Cost)
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

8. ELEMENTS AND DESCRIPTIONS OF CUSTOMER EXPERIENCE REQUIREMENTS
Dream Up and Execute Magical Ideas That Positively Change the World
PERFORMANCE/REVENUE QUALITY BRANDING
 Functionality; Useful Effect  Quality; Durability  Ergonomics; Beauty; Design
 Performance/Effectiveness/Rev.  Reliability; Stability; Safety  Color/Visual; Multi-sensory
 Strength; Speed; Illumination;  Accuracy; Precision  Power; Prestige; Fascination
 Adaptability; Automation; Ubiquity  Efficiency; Productivity; Speed  Recognition; Loyalty
CUSTOMIZATION CUSTOMER EXPERIENCE COST (PRICE)
REQUIREMENTS
 Customization; Personalization  Cost; Price; Quantity; Labor; Tool
 Interactivity/Immersion/Control - Delight  Weight; Mass; Material; Density
 Entertainment; Fun; Fascination - Pain  Size; Volume; Length; Area; Defect
 Interface; Desired Shape  Energy; Effort; Stress; Equipment
INACCESSIBILITY COMPLEXITY PROCESS TIME/DELAY
 Inaccessibility; Inconvenience  Complexity; Info; Difficulty  Process Time; Delay; Duration
 Unavailability; Inflexibility; Rigidity  Support; Training; Repair  Age; Inactivity; Immobility
 Friction; Noise; Temperature  Range; Inventory  Lifecycle
 Unscalability  Risk; Harmful Effect; Pollution  Disposability
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

9. ONE-PAGE CUSTOMER PLAN: …………..………………………………………… (Ecosystem/Industry/Theme/Tool)
Client/Customer (Segment/Persona): …………..……………………..……………………………………………………………..……
PROBLEM/NEED/GOAL/JOB: ………………….…………………………………………………. Date: …………..……………………
PRESENT SYSTEM/EXPERIENCE VALUE TRANSFORMATION TOOL - FUTURE SYSTEM/EXPERIENCE
(Where currently are we?) Evolve, Explore, or Disrupt: What if … we (Where must we go?)
(Eliminate/Reduce/Increase/Create) Short/Medium/Long-term
DREAM/
VISION/
Ideal
Final
Result
(IFR):
Value
(+/-)
CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/
dream/Ideal Final Result (IFR)?
Zooming
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

10. ONE-PAGE CUSTOMER PLAN For Improving Customer Experience: Digital Music ECOSYSTEM
Client/Customer (Segment/Persona): High end Technologist-Artist (Luxury Spot)
PROBLEM/NEED/GOAL/JOB: Reinvent the ecosystem of digital music players Date: 2001
PRESENT SYSTEM/EXPERIENCE VALUE TRANSFORMATION TOOL - FUTURE SYSTEM/EXPERIENCE
(Where currently are we?) Evolve, Explore, or Disrupt: What if … we (Where must we go?)
PRODUCT (Eliminate/Reduce/Increase/Create) Short/Medium/Long-term
What if … we DISRUPT:
TRADITIONAL DIGITAL Eliminate: CLASSIC IPOD
• Usual control buttons; On-off switch; DREAM/
MUSIC PLAYERS
Traditional gray/black color VISION/
Reduce: • Seamless music experience
• Size/thickness; Weight; Complexity in • Thousand songs in your pocket
Ideal
usage; Learning curve; Manual  Cool design/form/useability Final
Big/Clunky/Ugly/Difficult-to-use/… Increase:  Simple and easy to use Result
 CD Players • Price; Simplicity of use; Battery life;  Ultra-portable; Ultra-light (IFR):
 Flash Players Storage capacity; Functions/Form/Design  Enough skip protection Value
 MP3-CD Players Create:  Long battery life (+/-)
 Hard Drive Jukebox Players • LCD Screen; Packaging; Scroll wheel;  “Cool” & disruptive ads (on TV)
Illegal music download from Internet Fast download; Disruption/Unique Ads  Fast and legal music download
CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/
dream/Ideal Final Result (IFR)?
Zooming
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

11. ONE-PAGE CUSTOMER PLAN For Improving Customer Experience: Business Ecosystem
Client/Customer (Segment/Persona): ………………………………….……………………………………………………………………
PROBLEM/NEED/GOAL/JOB: ………………………………………………………………………….. Date: ………………………..
PRESENT ECOSYSTEM VALUE TRANSFORMATION TOOL - FUTURE ECOSYSTEM
(Where currently are we?) Evolve, Explore, or Disrupt: What if … we (Where must we go?)
“SEMPORCES” Chain (Eliminate/Reduce/Increase/Create) Short/Medium/Long-term
S – Suppliers/Inputs/Partners S – Suppliers/Inputs/Partners
E – Employees/Culture/Brand/IP E – Employees/Culture/Brand/IP
DREAM/
M – Machinery/Techn/Tool/Infra M – Machinery/Techn/Tool/Infra VISION/
P – Process/Strategy/Job To Be Done P – Process/Strategy/Job Ideal
O – Output (Product/Service) O – Output (Product/Service) Final
Result
R – Retailers/Distributors/Channels R – Retailers/Distributors/Channels (IFR):
C – Customers/Consumers C – Customers/Consumers Value
E – Environment (Global) E – Environment (Global) (+/-)
S – Shared Dream/Mission/Result S – Shared Dream/Mission/Result
CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/
dream/Ideal Final Result (IFR)?
Zooming
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

12. ONE-PAGE CUSTOMER PLAN For Improving Customer Experience: Customer Ecosystem
Client/Customer (Segment/Persona): ………………………………….……………………………………………………………………
PROBLEM/NEED/GOAL/JOB: ………………………………………………………………………….. Date: ………………………..
PRESENT ECOSYSTEM VALUE TRANSFORMATION TOOL - FUTURE ECOSYSTEM
(Where currently are we?) Evolve, Explore, or Disrupt: What if … we (Where must we go?)
“SEMPORCES” Chain (Eliminate/Reduce/Increase/Create) Short/Medium/Long-term
S – Suppliers/Inputs/Partners S – Suppliers/Inputs/Partners
E – Employees/Culture/Brand/IP E – Employees/Culture/Brand/IP
DREAM/
M – Machinery/Techn/Tool/Infra M – Machinery/Techn/Tool/Infra VISION/
P – Process/Strategy/Job To Be Done P – Process/Strategy/Job Ideal
O – Output (Product/Service) O – Output (Product/Service) Final
Result
R – Retailers/Distributors/Channels R – Retailers/Distributors/Channels (IFR):
C – Customers/Consumers C – Customers/Consumers Value
E – Environment (Global) E – Environment (Global) (+/-)
S – Shared Dream/Mission/Result S – Shared Dream/Mission/Result
CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/
dream/Ideal Final Result (IFR)?
Zooming
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

13. PERIODIC TABLE AND JIGSAW PUZZLE FOR MAPPING AN ECOSYSTEM
Tools, Theories, and Methodologies for Product/Service, Business Model, and Customer Ecosystem Innovation
S E M P O R C E S
Suppliers/ Employees/ Machinery/ Processes/ Output: Retailers/ Customers/ Environ- Shared
Inputs Culture/ Technology/ Strategies Product/ Distributors/ Consumers ment Greatn./
Brand/IP Infra’ Service Channels (Problems/Job) Impact
Partners Key Resources Activities Internal Customer Relationship Industry/ SHARED
(Suppliers/ (Processes) Value Management Trends VALUE/
Materials/ Proposition PROFIT
Info/Energy) CAPABILITIES: CORE COMPETENCIES LOCAL ENVIRONMENT GLOBAL
(Solution) (Pain: -
(Demand) ENV.
Delight: +
ENTERPRISE (SYSTEM/VALUE CHAIN/Supply: Inside the Enterprise)
D N A
Design Needs Aspiratns
GLOBAL COMPE-
EXTENDED ENTERPRISE COMPETI- TITIVE
(SUB-ECOSYSTEM; INDUSTRY/SUPPLY CHAIN) TIVE ADVAN-
FORCES TAGE
INPUT PROCESSING OUTPUT EXTERNAL ENVIRONMENT RESULT
(Impacts/
SUPERSYSTEM (Cause) Effects)
ECOSYSTEM
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

14. ONE-PAGE CUSTOMER PLAN: Complete Overview
Dream Up and Execute Magical Ideas That Positively Change the World
PAST PRESENT FUTURE
Customer Ecosystem Customer Ecosystem Customer Ecosystem IDEALS/DREAMS/
VISION/VALUE/PROFIT
D Design N Needs A Asp.
Suppliers/ Employees/ Machinery/ Process/ Output Retailers/ Customers/ Environ- Shared
Inputs/ Culture/ Technol./ Strategy (Product/ Channels/ Customer Rel. ment: Greatness
Partners Brand/IP Infra’ Service) Distributors Management Global (Profit)
S E M P O R C E S
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

15. LIFECYCLE OF A CUSTOMER ECOSYSTEM (BUSINESS MODEL)
4 Stages or Acts in the Evolution of a Customer Ecosystem or Business Model (Living Organism)
Declining (Dying)
ENVIRONMENT CUSTOMER ECOSYSTEM
(Shared Dream/Vision/Value/(Result: -/+)
Fault line DREAMS/
IDEALS/
GREATNESS
Mission/
Vision
Tipping Point; Chasm
Customer Validation “Cleft” Matured (“Red Ocean”)
(Environmental Fitness) CUSTOMER ECOSYSTEM
Growing (Scalable)
CUSTOMER ECOSYSTEM
Infant (Experimental/Startup)
CUSTOMER ECOSYSTEM
Customer Idea (“Egg”; DNA;
Genetic Code)
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

16. EVOLUTION OF MOST VALUABLE CUSTOMERS (MVC)
Customer Segments for 4 Stages in the Evolution of a Customer Ecosystem or Business Model
ENVIRONMENT Retirees (Dissatisfiers:
Overserved/Underserved)
(Shared Dream/Vision/Value/(Result: -/+)
Fault line DREAMS/
IDEALS/
GREATNESS
Mission/
Vision
Tipping Point; Chasm
Customer Validation “Cleft” Upgraders
(Environmental Fitness) (Delighted by Customized Improvements, Brand,
Extensions and Total Solutions)
Regular Users
(Delighted by Better Quality, Performance, and Cost as well as
Accessibility and Simplicity)
Visionaries
(Delighted by Novel Functionality and “Cool” Uses)
Leads/Prospects (Non-customers)
- Low/High-end Dissatisfiers from Competitors
- Early Evangelists/Adopters
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

17. APPLE’S CUSTOMER ECOSYSTEM INNOVATION
How World-class Innovators Dream Up and Execute Magical Ideas That Positively Change the World
Customer Planning Questions: Where currently are we/they? Where must we/they go? How should we/they get there? What are constraints?
Customer Segment/Persona:
∞ Journey, Invisible Hand, or Fractal S-Wave of Innovation for Ecosystem …………………………………………...……………
(Supersystem/Economy/Value Network/Supply Chain/Market/ Customer Goal/Job To Be Done/Tool:
EXPERIENCE:
Industry Trends, Expectations, or Demand) …………….……………………………………….….
Shared Maturity
Happiness
(Experience =
Happiness =
3rd Wavelet of Innovation: CUSTOMER ECOSYSTEM Innovation
Value = +/- Growth (Ecosystem/Industry/Platform: Shared Value-focus)
= Examples: Digital Lifestyle - iPod; iPod Touch; iPhone; iPad
Delight/Pain
~
Revenue/Cost Birth 2nd Wavelet of Innovation: BUSINESS MODEL Innovation
= (Business Model/Marketing Engine: Scalable Revenue & Profit-focus)
Differentn/Cost Examples: Internet Software – iTunes; eStore; App Store
=
1/Trade-off)
1st Wavelet of Innovation: VALUE CHAIN (PRODUCT/SERVICE/ENTERPRISE) Innovation
(Value Chain/Product: Functionality, Quality, Simplicity, Differentiation, and/or Cost-focus)
Examples: Personal Computer; Printer – Apple I; Apple II; MacIntosh; iMac; Apple TV
∞
TIME
(Arrow of Time: Past/Present/Future)
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

18. ONE-PAGE MBA FOR CUSTOMER ECOSYSTEM INNOVATORS
How World-class Innovators Dream Up and Execute Magical Ideas That Positively Change the World
Customer Planning Questions: Where currently are we/they? Where must we/they go? How should we/they get there? What are constraints?
Customer Segment/Persona:
∞ Journey, Invisible Hand, or Fractal S-Wave of Innovation for Ecosystem …………………………………………...……………
(Supersystem/Economy/Value Network/Supply Chain/Market/ Customer Goal/Job To Be Done/Tool:
EXPERIENCE:
Industry Trends, Expectations, or Demand) …………….……………………………………….….
Shared Maturity
Happiness
(Experience =
Happiness =
3rd Wavelet of Innovation: CUSTOMER ECOSYSTEM Innovation
Value = +/- Growth (Ecosystem/Industry/Platform: Shared Value-focus)
= Examples: Apple; Wal-Mart; Microsoft; Cisco; eBay;
Delight/Pain Amazon; Google; Facebook; GE; P & G; IBM (Services)
~
Revenue/Cost Birth 2nd Wavelet of Innovation: BUSINESS MODEL Innovation
= (Business Model/Marketing Engine: Scalable Revenue & Profit-focus)
Differentn/Cost Examples: Dell; Netflix; Cirque du Soleil; IKEA; Nintendo (Wii);
= Southwest Airlines; ZipCar; Ford/GM/Chrysler/Toyota; Samsung
1/Trade-off)
1st Wavelet of Innovation: VALUE CHAIN (PRODUCT/SERVICE/ENTERPRISE) Innovation
(Value Chain/Product: Functionality, Quality, Simplicity, Differentiation, and/or Cost-focus)
Examples: IBM (Computers); Xerox; Motorola; RIM (Smartphone); Borders; Segway
∞
TIME
(Arrow of Time: Past/Present/Future)
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing