When listening to customers is not enough

In his new book, Tilt – Shifting Your Strategy from Products to Customers, Niraj Dawar makes a strong argument for marketers to actively dictate and manage the expectations of the markets in which they operate. The thinking being that, by setting the rules of the game, companies have a better chance of influencing how the game is played. Part of that process, to be sure, involves obtaining customer input through research, but merely asking customers what they want is not the most effective use of the research process, as he argues in this excerpt from a chapter entitled “Busting Myths in the Marketplace Wars.”… Continue reading