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Memo to the CEO: Customers Are the Key to Growth

Harvard Business Review

DECEMBER 31, 2012

In a wide variety of industries — from computers to chemical processes to a whole range of service businesses — the source for most of the commercially successful new products is customers, not R&D. Find your customer product developers. R&D and product development efforts often suffer from being isolated from customers.

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CEO Airlines Marketing Software 8
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What Great Social Media Campaigns Get Right

Harvard Business Review

AUGUST 4, 2014

Pepsi Refresh failed because it had no relevance to the brand’s operations or heritage. Given AmEx’s operations, consumer base, and resources, it’s well positioned to do so. First, we need to win credibility , not by paying lip service to the concept of authenticity, but by truly earning our mission. The contrast is stark.

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Media Marketing Strategy Groupthink Kaplan 8
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