GREAT STRATEGY MANAGES CUSTOMER BEHAVIOUR I will continue with the political analogies – since no group personifies what is wrong in business and society than our politicians. To their credit politicians are very good at developing strategies when issues or opportunities arise. At the very least – they are very good at having their staff […]

GREAT STRATEGY MANAGES CUSTOMER BEHAVIOUR I will continue with the political analogies – since no group personifies what is wrong in business and society than our politicians. To their credit politicians are very good at developing strategies when issues or opportunities arise. At the very least – they are very good at having their staff develop such strategies. That said, most of these strategies target the voter rather than the issue or opportunity. That is they focus not on addressing the issues or capitalising on the opportunity – but rather on garnering political points by keeping the electorate on side. The strategy is focused on the wrong thing. Business does a similar thing – although in reverse – when it develops marketing strategies that focus on the business and its needs rather than the consumers and their needs. Financial strategies must address the needs of the business. Operational strategies address…