One of the most powerful aspects of the MarketCulture Model is the validated linkage between the eight (8) disciplines of customer culture shared by all high-performing customer-centric companies and six very important business performance outcomes as shown in the chart below. The MRI disciplines are a set of unique but related indicators of customer culture, and they combine to predict the six business performance outcomes differently. Specific customer culture disciplines can be targeted to achieve specific business performance goals. In other words, although an across-the-board increase in all MRI disciplines would clearly be beneficial, the MRI tool can be used to identify the most efficient way that improvement in a specific performance area can be achieved. For example, if improving profitability is the goal, improvements in Competitor Insight, Cross-Functional Collaboration, and Strategic Alignment would be the best place to focus efforts.