The Seven Myths of Customer
Debunking some Established Wisdom
It isn’t that they can’t see the solution. It is that they can’t see the problem.
The Scandal of Father Brown, GK Chesterton
How many annual reports have you read in which the chairman or chief executive proclaims to shareholders about how ‘customer led’ the organization is, or is becoming? How many conferences have you attended where speaker after speaker provides advice and counsel on the merits of customer leadership? How many journals, magazines and books have you read that lecture senior executives on exalting in the primacy of the consumer and becoming customer led?
It has become almost a mantra: to be led by customers is ‘good’ and is the way of the future, while to adopt any other posture is ‘bad’ and should be consigned to the past. This has been said so frequently, by so many eminent writers, thinkers and practitioners,