Brand as Ecosystem

 by: Jennifer Rice

Business has gone through so many fads: TQM, push marketing, viral marketing, CRM… now we’re all about customer centricity: if we can make the customer central to the organization, well, that’s the key to success. Yes, I confess that I’ve been on that bandwagon myself, so what I’m about to say may shock you:

Stop focusing on the customer.

Stop focusing on your product.

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