In an age where service is quickly becoming the only differentiator amongst competitors, this approach drives advocacy by delivering what actually matters to a customer. By designing and managing work in a truly customer-centric way, it challenges the way an organisation works, including leadership and culture, at all levels. Reconceive taught me to unlearn the way I had worked for nearly two decades. The things I was recognised and rewarded for as a leader in the past were challenged. Once you unlearn, you cannot go back.Anna Leibel, CIDO at UniSuper

The new system of work enables us to have a far better ability, and far greater confidence in absorbing more work. This has done far more for staff satisfaction than anything else we have done in our organisation. This learning and rethinking experience has led to a transformation in our strategy. Our strategy is linked to our purpose; our purpose has come through the demands from our customers, which has come through this whole process. Renato Mota, CEO at IOOF

People are redesigning their own work. Their methods are being liberated, and with incredible results in terms of increased value for actual court users. They are really thinking about the people who are coming through our court that really need to resolve a matter. They are seriously energised. Your’e teaching people to think differently. Once the staff get into this, they love it. The judges are engaged and happy, the results really resonate with them. We have seen incredible results; time saved, convenience, usability, and registry staff being focused on getting an outcome with court users rather than transacting for an output Fiona Chamberlain - CEO County Court, Victoria

How does real transformation happen? It happens by thinking about the purpose of a business from the perspective of its customers, then working on ensuring that all activity, processes, thinking and ultimately leadership is focused on meeting that purpose. It goes to the very roots of the organisation and its leadership and their principles and thinking. This approach bring this to the fore. It's inspiring to see the outcomes and their effect on customers, employees and the organisation itself - they are actually transformative.Andrew Todd, former CIO at IOOF, currently CTO at IRESS

I like the way this approach teaches our people to study the work, use better measurement, and identify and reduce failure demand as a priority. It starts with better understanding rather than rushing off to implement even more technology which all too often only adds to the problem. I am keen to encourage this way of understanding and improving work. It’s an important evolution to improving customer value and teaches us all a lot about how our organisations work today and how that current approach is often unhelpful. Patrick Eltridge, former CIO at Telstra, currently COO at Nationwide Building Society

This approach has helped us look at the way we do IT and re-orient it back to the customer. In doing so we have been able to strip away all of the waste, theatre, rituals and internally focused, opinion based decision making from our workRob Butera, former Head of Client First Technology at IOOF, currently Global Head of Engineering Capability at IRESS