Every truly great organisation demonstrates the characteristic of preserving the core but stimulating progress.
Peter Drucker told us over 40 years ago “The purpose of a company is to create a customer… The only profit centre is the customer.”
If he was here today he would amend this observation. He would say “The best companies don’t create customers. They create fans.
The old thinking was that customers would hear about us and, we hope, choose our products. The new thinking is that we, the company, choose our customers. We may even refuse to do business with certain customers. Our business is not to casually please everyone, but to deeply please our target customers.
Who is involved in the buying process?