Marketing Myopia

Example 1:

Encyclopedia Britannica's temporary denial of the effect computers and CD-ROMs would have on its core business.

But now the politically correct answer is

"We are in business to make customers, keep customers, and maximize customer profitability. More importantly, if the company thinks one level up and is in tune with the changes in its customer's needs, it has a chance to make changes in its production.

Example 2:

IBM - Thomas Watson, Jr.

Do not think bricks but think building materials. "

The old-guard IBM making huge profits selling the machines that processed the punch cards simply refused to believe in the benefits of magnetic tape as a medium to store data and in computers to process that data. "

By exploiting and developing computer technology as a better, faster, and cheaper way to process data, IBM became one of the largest and most successful companies in the world. , how IBM almost missed out on the computer revolution in the early 1950s. complain about the costs of storing and managing millions of punch cards, realized just in time that IBM's answer to the question should be

"We are in the business of data processing. , son of the IBM founder, tells in his book, Father, Son & Co. )

As these examples indicate, a market orientation is much healthier for you and your business in this fast-changing world. (They have had ups and downs since then, but at the end of the day, IBM listens to their customers. Do not think glass bottles, think containers.