FFC NL 2025 TALKS
FFC NL 2025
From Inside Out to Outside-In: Aligning Teams Around What Matters
Most organizations focus on optimizing their internal processes, creating silos and misalignments that hinder their ability to deliver value effectively. This inside-out perspective may feel like the best way to run a business, but it misses the most critical perspective: that of the customer. Whether it’s Product, Tech, Operations, or even Marketing, failing to align around the value being delivered creates inefficiencies, complexity, and frustration.
This talk introduces User Needs Mapping as a practical approach to shift organizational thinking to outside-in. By focusing on user needs—external and internal—it enables every part of the organization to align around the value being delivered. From revealing misalignments to breaking dependencies and fostering purposeful collaboration, User Needs Mapping provides immediate insights into creating focus, ownership, and autonomy for teams.
Through actionable examples and real-world stories, this session will show you how to uncover what truly matters for your users and align your entire organization to deliver value more effectively.
MEET THE SPEAKERS
Rich Allen
Fast Flow Facilitator @ Conjurer
Rich Allen is a socio-technical architect and independent consultant who helps organizations achieve sustainable fast flow by optimizing for flow-centric team design, reducing cognitive load, and aligning around user needs.
With over two decades of hands-on experience as a developer, tech lead, architect, and CTO, Rich brings a deep technical foundation to his work at the intersection of software delivery and organizational design.
As one of the longest-serving Team Topologies Valued Practitioners, Rich has supported a wide range of organizations in applying Team Topologies patterns and principles in real-world contexts.
He is the creator of several widely used tools and practices including Flow Decision Records and User Needs Mapping.