Dear all, In the fast-changing and increasingly unpredictable world, one practice I learned is to zoom out and read timeless classics that are at least decades old to anchor myself with something that has withstood the test of time. One of those articles is Marketing Myopia, written by Ted Levitt and published in Harvard Business Review (HBR) in 1960. Since its original publication, “Marketing Myopia” has been repackaged many times and was included in “HBR’s 10 must-reads in Marketing”. The central idea is to answer “what business you are in.” The author argues that companies are much more likely to survive generational and technological shifts by defining a business, not around specific products and services but around what specific needs those products and services fulfill for customers.
Marketing Myopia
Marketing Myopia
Marketing Myopia
Dear all, In the fast-changing and increasingly unpredictable world, one practice I learned is to zoom out and read timeless classics that are at least decades old to anchor myself with something that has withstood the test of time. One of those articles is Marketing Myopia, written by Ted Levitt and published in Harvard Business Review (HBR) in 1960. Since its original publication, “Marketing Myopia” has been repackaged many times and was included in “HBR’s 10 must-reads in Marketing”. The central idea is to answer “what business you are in.” The author argues that companies are much more likely to survive generational and technological shifts by defining a business, not around specific products and services but around what specific needs those products and services fulfill for customers.