The Skinny on "Fattening Up" Customers

I often use the metaphor of fishing as a way to explain new customer acquisition. From the firm’s perspective, there is a great big ocean out there full of prospective customers of all different...


If You Want To Be Customer-Centric, You've Got To Be Direct

The first assignment my MBA students receive challenges them to come up with a list of companies that they believe are customer-centric businesses. The idea is to sharpen their thinking about what d...