The factory became a self fulfilling prophecy Niraj Dawar's great book explains. We focused mass marketing on selling more not winning customer hearts, minds and loyalty.
To win tomorrow in a social / mobile / connected world our strategy and thinking must move downstream. We must become truly customer focused Dawar shares asking two great questions:
* Why do our customers buy from US?
* What more do our customers need?
If that sounds like we need new Key Performance Indicators we are thinking the same thing. Knowing and tracking why customers really love us feels like a great way to know what to create next and why.
Great book and SO RIGHT!