Organisation and community LO7245

Michael McMaster (
Tue, 7 May 1996 06:23:55 +0000

Replying to LO7181 --

John raises the (by now) old chestnut of "we must focus on the
customer". Even though he avoids the suggestion that is all there
is, I want to shift the focus.

I suggest that "focus on the customer" is not a particularly good
focus for anything much. What I offer in its place is "focus on the
marketplace". This will ensure that existing customers get their
focus - because they are the part of the marketplace that you have
direct access to - but will widen horizons for a much more strategic

Your customers are only a tiny fraction of the marketplace and do not
necessarily a part of your future marketplace - unless that has been
your major focus.
Michael McMaster :
book cafe site :
Intelligence is the underlying organisational principle
of the universe. Heraclitus


Michael McMaster <>

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