From the best-selling author of Kanban: Successful Evolutionary Change for Your Technology Business, David J Anderson, together with Alexei Zheglov, teaches 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? How do you create the right metrics to catalyze improvements? How can you use your frontline staff to sense your market needs? How can you get beyond Net Promoter Score with Fitness Box Score? Through many highly accessible business examples you'll learn how to apply the pragmatic, actionable guidance of the Fit-for-Purpose Framework. You will be able to select market segments that align to your strategy, design products and services that align to customer expectations, and 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. This second edition of Fit for Purpose, newly revised in 2018, 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.