The idea of "customer orientation" comes up almost all the time during my meetings with clients. It is generally define as an organization culture in which all executives and employees are committed to the continuous creation of customer value of delivering on their needs.
Every now and then, there's a paradigm shift within an industry or field. Sometimes the change is subtle, other times, it is in-your-face obvious. The roll-out of the Microsoft Surface computer within months of the Apple iPhone launch signal a paradigm shift in the way that we interface with our digital devices.