Follow the Money

Peter Drucker is quoted as saying that the purpose of a business is to create a customer. He believed that innovation and marketing are the two primary functions of business. The full quote provides more context; he said, “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

The question I wrestle with is why, in many instances, the customer is treated as a nuisance, someone who is there to interrupt the “normal” flow of business.


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