Fit For Purpose

Understand who your customers are and why they choose you.


Course Content

How do you know why your customers select you and your products and services? How do you know whether a change to a product or service will represent an improvement? How do you select new features, functions, and classes of service? How do you manage your portfolio of products and services and the market segments you serve? How do you find, select, and grow market segments? How do you identify segments that you don’t serve well and should be switched off? This class will answer all of these questions and more…

This is the 2-day class developed from the recent book, Fit for Purpose – How Modern Businesses Find, Satisfy & Keep Customers, by David J Anderson & Alexei Zheglov. This class presents a significant part of the strategic planning, marketing, market research, product management and service design from the suite of classes offered in Enterprise Service Planning.

This class will offer you significant new insights into how to optimise the effectiveness of your business, to produce fit-for-purpose products and services that delight your customers, making them loyal to your brand and increasing your share, revenues, and margins.

Who Should Attend

This class is for executives and decision-makers who set strategy and choose the portfolio of products and services offered. It is appropriate for anyone performing the following functions: strategic planning; strategic marketing; market research; product management; product design; service design; product ownership; and portfolio management.

This class is useful for anyone who wants to understand how to set metrics which drive appropriate, congruent, aligned behaviour in an organisation, and for those who wish to drive product and service improvement.


There are no specific prerequisites for this class. It is recommended that attendees have a business background or a role in marketing, strategic planning, or portfolio management. A business degree or formal qualification in business is not necessary but attendees with such a background may find the contrasts with familiar material to be either interesting or challenging.

Prior knowledge or experience with Net Promoter Score, Jobs to be Done, Balanced Scorecard, OKRs (Objectives and Key Results) or Goal-Directed Design may also enhance the learning experience but is certainly not required.

Certificate Issued

Students will receive a certificate of completion recognising participation in the class and the Kanban University Customer Experience Professional (CXP) credential.

Course materials to be provided to Students

All students will receive a read only student edit of the course deck, an e-copy of the 2nd Edition of the book, Fit for Purpose –How Modern Businesses Find, Satisfy & Keep Customers by David J. Anderson & Alexei Zheglov, and a pdf copy of the Fit for Purpose infographic poste
Adaptavis Academy Badge


The course is a mix of simulation, presentation and exercises


2 Days


Online Only (until further notice)


Minimum 8
Maximum 15

Class Title

Fit For Purpose

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