Many businesses suffer from an affliction known as “marketing myopia“, a term ably presented and explored by Theodore Levitt in Harvard Business Review. A central component of Levitt’s essay is the danger in focusing on products rather than customers. While this was written in 1960, it still rings true today.
For many companies there is a gap between what business they believe they are in versus what business their customers believe they are in. This gap can be problematic. Or it can represent an opportunity to grow.
How about your business? Understanding what business you’re in — and closing the gap with your customers — can mean more satisfied customers and more closed business. It may even reveal new products and business opportunities.
Not sure where to begin? I’d love to start that conversation.