Seeing the Big Picture: Avoiding Marketing Myopia and Focusing on Customer Needs

Seeing the Big Picture: Avoiding Marketing Myopia and Focusing on Customer Needs

In 1960, Harvard Business School professor Theodore Levitt came up with the term “marketing myopia” to describe how companies often make the mistake of focusing too much on their own products and industries instead of the needs and wants of their customers. Levitt said that companies that don’t change to meet their customers’ changing needs […]