Anything those customers experience from their interaction with a company should be considered part of that company’s product. - Eric Ries

If we do not know who the customer is, we do not know what quality is.

a new breed of designers is developing brand-new techniques under the banner of Lean User Experience (Lean UX). They recognize that the customer archetype is a hypothesis, not a fact. The customer profile should be considered provisional until the strategy has shown via validated learning that we can serve this type of customer in a sustainable way.

I call this building an adaptive organization, one that automatically adjusts its process and performance to current conditions.