CONCLUSION
The Top Ten entry from this section is:
A business exists to create [and retain] a customer.
Peter Drucker
I chose Drucker’s definition of what an organisation’s aim is for two reasons.
First, I’m fed up with people repeating the age-old mantra that the purpose of a business is to maximise profits. To maximise profits an organisation has to be willing to maximise risk. I don’t see too many shareholders or managers signing up for such a terrifying ride. What shareholders and managers want is a reasonable return on investment in return for taking low or minimal risks. A case of producing satisfactory rather than sensational profits.
Second, it reminds us all that before profits can be earned a customer must be won. There is no chicken ...
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