MOST IMPORTANT CUSTOMER(MIC)
The MIC in the Value Chain is the customer/user who recognizes the value your product or service delivers. For many manufacturing companies this is typically not your direct customer, e. g., for chemical companies, the value chain may have as many as 8 to 10 members, and your MIC maybe 5 steps down the chain.
Within the ranks of the MIC, you will have to determine who recognizes the value your product or service delivers. A tip - It’s never the Purchasing Agent or Strategic Sourcing.
We describe, and provide tools (The 3 Questions) to identify the MIC in our 2-Day Mastering Value Innovation Workshops.