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Marketbusters: 40 Strategic Moves That Drive Exceptional Business Growth by Ian C. Macmillan, Rita Gunther McGrath

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4

REDEFINE KEY METRICS

WE HAVE SO FAR FOCUSED on what you can do for one important constituency, namely, your customers. In competitive capitalist markets, however, companies have other important constituencies, one of the most important being those who provide the capital that fuels investment to begin with. The two are somewhat linked: Absent the ability to create value for customers, investors are unlikely to feel a firm has future growth potential. But creating value for customers does not necessarily imply that a firm is going to create value for its investors. Capturing, not only creating, value is essential to building a good reputation in the capital markets. In this chapter, we will explore techniques for marketbusting by transforming ...

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