Applying the customer lens to organization design

Recently Strategy+Business published the 10 Principles of Organization Design. Overall some excellent information here. I'd like to add my 2 cents based on what I know about customer-centric organizations, and how this outside-in perspective can better ensure success. 

In point #1, Declare Amnesty for the Past, S+B highlights the importance of reconnecting with your sense of purpose, what will differentiate, and what capabilities will help you deliver on your value proposition....