6

OWN YOUR CUSTOMER HIGH GROUND

You are what you sell.

Your customers are the front-wheel drive that pulls you through your marketplace. All too many companies today implicitly assume that their objective is to maximize their sales revenue, and they make the subsidiary assumption that they can minimize their costs through ancillary processes, thus maximizing their net profits.

This set of management assumptions is completely wrong. It is an obsolete holdover from the vanishing Age of Mass Markets. Today, the core management objective is to maximize your profitable growth in your chosen market segments.

BUILDING DOMINANCE IN YOUR CHOSEN MARKET SEGMENTS

Consider Custom Research, a small but successful market research firm.*

Custom Research had ...

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