TWO The Customer: Joined at the Hip
An enterprise’s purpose begins on the outside with the customer . . . it is the customer who determines what a business is, what it produces, and whether it will prosper.1
—Peter F. Drucker
On paper, it seems like the most obvious notion: The customer is in the driver’s seat, at the control panel. What could be more fundamental? And yet few organizations, busy with all they are doing inside their own walls, are truly focused on the outside world of the customer.
If you are in business, beware. The silent revolution of technology and demography described in the last chapter has given each customer his or her own handy remote control. Everything has changed about your customers and your relationships. You’ve ...
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