Portfolio Framework

Portfolio Framework

If you truly want to become a customer-driven organization, you need to make sure that all of your products and services, and their positioning, are based on strong customer needs. The Portfolio Framework tool helps you to do just that: it helps you to move away from product-thinking, opens up new opportunities for innovation, and leads to a more profitable business.

Many companies have a huge number of products in their portfolio, and many new innovations in the pipeline. But how do you know you are doing the right things? And why is it so difficult to remove products from your portfolio, even if they are not selling well? The answer lies in the way you build up and review your portfolio, which is in most cases categorized based on product-based criteria like price, technology, packaging type, etc. If you want to become more successful in the market this needs to change: make customer needs the basis of your portfolio!


A portfolio project is typically a co-creation project: you involve your key customers through in-depth interviews and workshops. Customer needs are the basis for defining a customer-driven Portfolio Framework, answering two key questions:

  • WHAT does the customer want to achieve?
  • HOW does the customer want to achieve it?


A customer-driven portfolio makes it easier for your customers to see the benefits of your products and helps you stand out from the competition. This will result in more turnover and improved customer satisfaction, in both a B2C and B2B environment.
For more information, click here