April 20, 2007

News & Opinion: This should be obvious.

By: Dylan Schleicher @ 6:20 PM – Filed under: Management & Workplace Culture

Yesterday the WSJ ran a snippet on an article in The MIT Sloan School of Management's business journal. The article explains that often times businesses focus on price and demographics rather than how the customer actually uses the product.
To drive their point home, they quoted Peter Drucker who once said, "the customer rarely buys what the business thinks it sells him."
That message is as timely today as it was 10 years ago. Many companies fall into the tunnel-vision that focuses on how to sell the product. Just ask someone on the street about their mobile phone who bought it because of that snazzy marketing appeal. Or, ask me about mine.

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.