A great article in today's City Am on the five delusions holding business back. Taken from the book 'Solving the strategy delusion' the article highlights five critical business functions and processes - change management , customers, planning, people and leadership - and how we are getting them wrong.
I particularly liked this one on the customer delusion and how products and services need to be co-created with customers rather than just marketed at them. Surely this kind of approach creates longevity in the client relationship and ensures that, as businesses and suppliers, we are adding true value to our customers.
THE CUSTOMER DELUSION Are most businesses truly customer-centric? Is the driver creating value for customers, or is it increasing sales? It’s a subtle distinction, but a critical one. We are in the middle of a customer revolution that is changing not only the way companies produce, market, sell, and deliver products today, but the way they create and deliver customer value. Yet most propositions are still developed in isolation from customers. Customers are still too often perceived as targets and passive recipients. So the second delusion to shed this year is that it’s enough to be product, sales or marketing driven. Companies should be co-creating offerings from the outside-in, together with customers.