--- title: Why an External Orientation is More Important than Ever Before description: The most successful companies of the future will be the ones that have developed and are executing an External Orientation image: https://www.advantexe.com/hubfs/external-business-focus.png --- [![logo-advantexe-150.png](https://www.advantexe.com/hs-fs/hubfs/logo-advantexe-150.png?width=150&height=123&name=logo-advantexe-150.png "logo-advantexe-150.png")](https://www.advantexe.com) ![blog-banner-2022](https://www.advantexe.com/hs-fs/hubfs/blog-banner-2022.png?width=973&name=blog-banner-2022.png "blog-banner-2022") ### The Advantexe Advisor Blog - providing a deep and applicable understanding of the system of business. # Why an External Orientation is More Important than Ever Before By Robert Brodo | Oct 12, 2023 7:58:36 AM | [![Share on Facebook](https://static.hubspot.com/final/img/common/icons/social/facebook-24x24.png)](http://www.facebook.com/share.php?u=https%3A%2F%2Fwww.advantexe.com%2Fblog%2Fwhy-an-external-orientation-is-more-important-than-ever-before%3Futm_medium%3Dsocial%26utm_source%3Dfacebook) [![Share on LinkedIn](https://static.hubspot.com/final/img/common/icons/social/linkedin-24x24.png)](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.advantexe.com%2Fblog%2Fwhy-an-external-orientation-is-more-important-than-ever-before%3Futm_medium%3Dsocial%26utm_source%3Dlinkedin) [![Share on Twitter](https://static.hubspot.com/final/img/common/icons/social/twitter-24x24.png)](https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fwww.advantexe.com%2Fblog%2Fwhy-an-external-orientation-is-more-important-than-ever-before%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&url=https%3A%2F%2Fwww.advantexe.com%2Fblog%2Fwhy-an-external-orientation-is-more-important-than-ever-before%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&source=tweetbutton&text=Why%20an%20External%20Orientation%20is%20More%20Important%20than%20Ever%20Before) [![Share on Pinterest](https://static.hubspot.com/final/img/common/icons/social/pinterest-24x24.png)](http://pinterest.com/pin/create/button/?url=https%3A%2F%2Fwww.advantexe.com%2Fblog%2Fwhy-an-external-orientation-is-more-important-than-ever-before%3Futm_medium%3Dsocial%26utm_source%3Dpinterest&media=) [![Share on Email](https://static.hubspot.com/final/img/common/icons/social/email-24x24.png)](mailto:?subject=Check%20out%20https%3A%2F%2Fwww.advantexe.com%2Fblog%2Fwhy-an-external-orientation-is-more-important-than-ever-before%3Futm_medium%3Dsocial%26utm_source%3Demail%20&body=Check%20out%20https%3A%2F%2Fwww.advantexe.com%2Fblog%2Fwhy-an-external-orientation-is-more-important-than-ever-before%3Futm_medium%3Dsocial%26utm_source%3Demail) “My team is so inwardly focused because they have all been remote for the past 4 years they don’t![external-business-focus](https://www.advantexe.com/hs-fs/hubfs/external-business-focus.png?width=400&height=224&name=external-business-focus.png) know how to function away from their computers,” said the exasperated leader when asked about his biggest challenge in 2024 and beyond. “If we don’t start to help them understand what it means to have an external orientation, we will be doomed.” During a recent set of interviews with business leaders as part of the process of building a new [leadership simulation](https://www.advantexe.com/blog/business-simulations-witnessing-bad-leadership-practices), we heard multiple leaders share their frustration about the inward focus of their key managers and how it was eroding the capabilities and the value proposition of the organization. As part of our work, we created a new module on 10 things an organization can do to create an external orientation culture. **Why an External Orientation Culture?** The business reason for having an external orientation culture is very simple; an external orientation drives collaboration, flexibility, and compassion, all competencies that will be critical in determining the best-in-class organizations that will win in their chosen markets. The catalyst to successfully building an external orientation culture is *collaboration*. [Collaboration](https://www.advantexe.com/blog/collabitation-collaboration-anticipation-a-critical-leadership-skill) will be a critical capability for organizations’ solution development, cost competitiveness, customer reach, and marketing needs when it comes to thinking about and embracing the outside world and markets. **10 Steps You Can Take to Create an External Orientation Culture** The following is a list and some ideas for creating an External Orientation Culture. **1) Help your team take a Customer-Centric Approach** – Put your customers first no matter what. You have a value proposition so make sure everyone on your team knows what it is and that their #1 priority is delivering it. Tips: - Prioritize understanding your customers' needs, preferences, and pain points. - Encourage all team members to regularly interact with customers and gather feedback. **2)  Conduct Market Research** – It doesn’t matter if it's small, large, formal, or informal, get your team to listen to the voice of the customer. Tips: - Invest in comprehensive market research to stay informed about industry trends, competitors, and emerging opportunities. - Regularly update your understanding of the external environment **3) Build Networks and Partnerships – **The business world of the future is going to be built on networks, partnerships, and non-traditional channels. Tips: - Encourage employees to build external networks, attend industry events, and participate in community activities. - Foster partnerships with other organizations to leverage synergies. **4) As Many Open Communication Channels as Possible – **Communication channels to customers, partners, stakeholders, and other entities you don’t even know exist are the future of your business. Tips: - Create channels for open communication with external stakeholders, including customers, suppliers, and industry experts. - Actively listen to feedback and incorporate it into decision-making processes. **5) Create an Environment of Continuous Learning – **There are so many new things and new ways of learning, that you must encourage your organization to take advantage of every opportunity. Tips**:** - Cultivate a culture of continuous learning and adaptation. - Stay agile and be willing to adjust strategies based on external changes. **6) Cultivate a Global Perspective – **The world isn’t a very friendly place these days and it is easy to isolate, but you have to work hard and find good opportunities. Tips: - Develop a global mindset. - Understand and appreciate cultural differences in the global market. - Seek new, innovative partners and opportunities no matter how outside the box they may be. **7) Encourage Cross-Functional Collaboration – **Break down the silos, encourage human-to-human, department-to-department conversations. Tips: - Encourage collaboration between different departments to ensure a holistic understanding of external factors. - Break down silos that may hinder the flow of information. **8) Drive Innovation and Agility – **One of the best ways to get your team to think externally is to drive innovation and agility. It will force them to consider customers, competitors, and market conditions. Tips: - Foster a culture of innovation to respond quickly to changes in the external environment. - Encourage employees to think creatively and take calculated risks. **9) Lead by Example – **Walk the talk, and show the team what to do and how to do it. Tips: - Leadership should set an example by actively engaging with external stakeholders. - Emphasize the importance of external orientation in business reviews, strategic plans, customer reviews, and long-term business plans. **10) Measure and Reward – **Let the team see your appreciation for their willingness to change. Tips: - Develop key performance indicators (KPIs) that reflect external orientation. - Recognize and reward teams and individuals who contribute significantly to understanding and adapting to the external environment. In summary, too many companies are traveling down a dangerous road of too much internal focus and isolation. That world is changing before our eyes and the most successful companies of the next decade will be the ones who have developed and are executing an External Orientation. [![New call-to-action](https://no-cache.hubspot.com/cta/default/1153922/19420986-afd6-4a7d-bf1b-8b322f7d7c98.png)](https://cta-redirect.hubspot.com/cta/redirect/1153922/19420986-afd6-4a7d-bf1b-8b322f7d7c98)   ![Robert Brodo](https://www.advantexe.com/hubfs/Blogs/rob-brodo-author.png) **About The Author** Robert Brodo is co-founder of Advantexe. He has more than 20 years of training and business simulation experience. 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