First Business

June 21, 2010

Think and Act Like Your Customers

My colleague Alex Slawsby made an observation while we sat in the office of one of our clients the other day. "Look around," he said. "The room is full of products made by the company."

Doesn’t seem so fascinating, does it? After all, any member of a "tribe" has markers to demonstrate their allegiance to the tribe. But Alex continued. "Don’t you think instead this room should be bursting with products made by competitors? Or other solutions consumers turn to instead of the company’s products?"

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