Stop the attack ads about who builds a business. Obama says that the workers build the business. Romney says that the owner builds a business. They are both wrong.
I’ve heard this silly idea debated in the media, had relatives and friends bring it up, even listened to some guy at the grocery store casually mention it (by the way frozen-food pal, the grocery store is employee-owned so that blows your entire argument). You are all wrong.
It is not the CEO. It is not the owner. It is not the worker. It’s not hosts on CNBC. And it is not presidential candidates. Who builds a business? IT IS THE CUSTOMER. Customers make things happen. And, the minute you take your eye off that, you are doomed to fail. You can have the smartest CEO, an aggressive entrepreneur, the most dedicated and hard-working employees, but without the customer you have nothing. Because, nothing happens until you make a sale.
You must focus on your customer first and then all the other issues will fall into place. That is one of the biggest problems with marketing today. Many times it is made to please the owner, the workers, the committee, the friends, but it is not targeted directly to the customer. Start with your customer. Who are they? What do they like? What would they really like? What makes them happy? The difficult work is narrowing the customer group into small, highly targeted subgroups. It is hard work and never-ending. But it is the only true way to build a business.
I’m the One-Minute Marketer and I approve this message.