Know-How Exchange : Strategy

Companies are in business to serve the needs of their constituents/customers. Those who do a good job of that generally succeed, while those who don't often fail. Of course, the core requirement is to UNDERSTAND the target audience, it's needs, values, attitudes, etc., so that you can be relevant and responsive to its most important needs.

That's being market driven.

The alternative is to be inward focused, or product driven. In this case you decide what it is you want to do, and sell and do that as well as you possibly can. If you get lucky, maybe it will even meet the needs of some customers and you'll have a successful business. More often, you get so wrapped up in your own issues that meeting customers' needs is forgotten and the business struggles.

There's your presentation in a nutshell. Good luck. Hope the Board gets it. If they don't, they should probably resign.

And if you need some professional help understanding the target audience in a meaningful way, and developing marketing strategies that will respond to their needs, contact me offline and let's talk.