In the previous Step, we focused on looking inside-out toward the market. Here in Step 4, we now find the market looking outside-in at our organization. We’ve set out our stall of businessofferings, our value-propositions, promises, products, and services. But it’s now up to those in the market to choose how they will respond to us. We need to be able to address this uncertainty in a managed way. That’s what this Step is about.