Superior Customer Value, 3rd Edition

Chapter 2Be Customer Driven and Market Driving

You can drive your business or be driven out of business.

B. C. Forbes

Companies must turn from a make-and-sell philosophy to a sense-and-respond philosophy.

Philip Kotler

“We must be more customer focused, we need to create new market opportunities!” Undoubtedly, you have heard this management mantra or a variant of this theme recently. Executives use terms such as customer (or market) centric/driven/focused/oriented and so forth¹ to motivate their people to do a better job relating and responding ...