Memo to the CEO: Customers Are the Key to Growth

Pressure has never been greater on CEOs to create organic, sustainable growth. One place business leaders are not looking for reliable help with this challenge? Their marketing departments. R&D and product development launch products that receive tepid responses. Marketing promotions don’t resonate and can’t be tied to measurable results. In doing research for my book, I found that companies who are attracting buyers in today’s hyper-connected world are developing new approaches and competencies that focus on one thing: customers. In particular, getting customers to market and sell for you. These approaches are often beyond the reach of traditional marketing mindsets

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