According to Isaac Mostovicz, you can’t leave your sales and marketing efforts to chance if you want to succeed in the long run.
In 1960, Harvard marketing professor Theodore Levitt published “Marketing Myopia,” one of the most popular Harvard Business Review articles ever. Almost sixty years later, Levitt’s ideas have stayed fresh and convincing despite the fact that most companies don’t follow them.
Levitt claimed that businesses are preoccupied with own growth, focusing on their products instead of carefully gauging the needs and wants of their customers. Levitt believed this myopic view would cause businesses to fail. And that turned out to be the case when Kodak went into bankruptcy in 2012 as it failed to identify the shift to digital cameras, and when Nokia had to be sold to Microsoft as it failed to identify the shift to smartphones.
Isaac Mostovicz is founder of Janus Thinking, a think tank focusing on the psychology of luxury, marketing, management, and leadership. He is also actively involved in the diamond industry, devising and executing creative marketing programs in the U.S. and Asia.
According to Isaac, if you follow these 8 tips, you’ll get the most out of your sales and marketing efforts — leading to long-term success for your business…. [Read more]
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