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20 May 2005

Comments

Michelangelo Celli

I couldn't agree more. In fact, I recently started to address this topic in a recent blog post because I see so many companies executing tactics claiming to be thinking strategically -

http://insidetheloop.typepad.com/inside_the_loop/2005/05/which_came_firs.html

I think companies struggle enormously trying to define the fundamental battle between the CEO and the customer - because we are all friends right? Everyone make nice nice. Customers are loyal right? Don't make me laugh.

By definition the CEO is in capture mode, and the customer is in resist mode most of the time...don't believe me? How many calls from telemarketers have you willingly sat through during your dinner time?

The CEO has to fight to hold onto market share. The customer is not loyal (unless you mean to the extent they believe it is in their interests to be.) They will leave as soon as their interests change. If they find something faster, better, cheaper, then they hit the road.

If your company can't define the battle, and maneuver to pit its strengths against customer vulnerabilities (needs), then you better be a really big guy!

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