Put the customers' money where your mouth is

Most enterprises strive to understand their customers and organise to deliver meaningful solutions. Market orientation as a management philosophy is excellent, yet even the most customer-loving ventures fail to take the logic full circle. When it comes to making money from the value they work hard to create, businesses often revert to old habits and, rather than taking a hard look at customers, they take a hard look at what they sell. This is clearly inefficient and, given today's technology, likely a dangerous omission.