Did you chuckle at the howler?
Three businesses who didn't check people would want what they sold.
Most business leaders do find it funny. The problem is far too many of them are making another business shredding mistake:
Focusing too narrowly on selling their product or service and missing the “big picture” of what consumers really want.
It's dangerously short sighted.
The phrase “marketing myopia” was first coined by Harvard Business School professor, Theodore Levitt in 1960.
“Companies, too focused producing goods and services, don't spend enough time understanding what customers actually want and need.”
- Theodore Levitt
He said any company who put their product first was committing “suicidal product provincialism”.
For example, the railroad companies concentrated on trains, not the fact their customers wanted transport.
So when the car and aeroplane arrived - even though more and more people wanted to get to different places - the decline of the railroad companies began.
In the 1950's Hollywood's famous studios thought they were in business to make movies – a limited product - not provide people with entertainment. Their good times soon started to wane.
Contrast this view with the one of super successful companies like Netflix.
They know their business is entertainment. So as well as showing films and programs made by others, they invest in making their own.
With so many businesses affected and so many livelihoods at risk, I knew I had to do something.
The result? A short, single lesson course called “Marketing Myopia”.
First off I'll explain Marketing Myopia's 3 key ideas:
“The history of every dead and dying ‘growth’ industry shows a self-deceiving cycle of bountiful expansion and undetected decay.”
- Theodore Levitt
… then explore and explode it's 4 myths:
Falling for any of these is the death knell for your business. Because when you do:
… and your business can only go one way: down.
Just imagine having to tell your partner, your kids, your colleagues & employees you're shutting up shop.
To make sure this doesn't happen to you, you must take “Marketing Myopia”.
Usually priced at a very reasonable $47, as someone who's just bought one of my other courses, it's yours for only $17.
And, of course, like all my courses, you don't risk a single cent with my cast-iron, no quibble, no questions asked, 30 day, money back guarantee:
If for any reason you're not 100% happy with your purchase, simply send me an email. You'll get all your money back – no quibble, no questions asked. And you can keep the courses.
Even if almost everyone currently uses what you sell, I urge you to buy this course. Because with short sight, you never know what's around the corner.
Many years ago if you wanted to get around you had a horse and buggy. To 'encourage' and control your horse you used a buggy whip.
With their blinkers firmly on the buggy whip companies concentrated on making better whips, mass production and cheaper whips.
After all, who didn't need a buggy whip?
If they hadn't been suffering from marketing myopia they would have realised their business was producing “stimulants or catalysts for energy sources”.
Because then, with the advent of the motorcar, they would have switched to making fan belts or air filters.
Instead, their market shrunk to Lancaster County.
And almost all of them are no more.
Don't let your business go the same way. Make the right choice, right now: