Book excerpt: Are your products and services fit for purpose?How would you know? Do you know why your customers choose you, your products, and your services? If not, how can you find out? In this new book from the best-selling author of Kanban: Successful Evolutionary Change for Your Technology Business, David J. Anderson, together with Alexei Zheglov, teach you how to answer these questions and more. . . . How do you know whether a change is an improvement?When is an improvement a step too far?When might you be overserving your market? Using highly accessible examples from transportation, broadcasting, entertainment, food and beverage, online retailing, telecommunications, software applications, pharmaceuticals, sports and recreation, automotive manufacturing, and retailing, Anderson and Zheglov teach you how to choose the right metrics to drive the behavior you need to catalyze improvements that directly affect customer satisfaction. Using their unique brand of storytelling, they show how to segment your market based on customer purpose, how to establish fitness criteria metrics as your key performance indicators (KPIs), how to use your frontline staff to sense your market, and alternatively, using Fit-for-Purpose Surveys and the Fitness Box Score. Using the highly pragmatic, actionable guidance of the Fit-for-Purpose Framework, you will learn how to select market segments that align to your strategy, how to design products and services that align to customer expectations, and how to take actions to amplify successful markets and switch off unsuccessful ones. This book will help you find new customers in new market segments, better satisfy your existing customers, and keep them all coming back for more. Fit for Purpose is for executives, strategic planners, product managers, product planners, portfolio managers, service designers, service delivery managers, and anyone who wants to understand better how to manage for long-term survival and profitability in the complex and volatile markets of the 21st Century.