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January 10, 2005

News & Opinion: The essence of business

By: Jack @ 10:49 PM – Filed under: Big Ideas & New Perspectives, Marketing & Sales

Don Peppers and Martha Rogers wrote one of the best books of the early 90's called The One to One Future. It was THE book that made me look at moving away from "bulk" marketing and create the business we have become.
They have written a new book--to be published in March--called Return on Customer.
They sent me the first two chapters and I want to share the first paragraph of the first chapter. I defy you to find a better description to what business is.
Businesses succeed by getting, keeping, and growing customers. Customers are the only reason you build factories, hire employees, schedule meetings, lay fiber optic lines, dispatch service trucks, stock inventory, file for patents, operate call centers, negotiate contracts, write software, or engage in any other kind of business activity whatsoever
Without customers, you dont have a business. You have a hobby.