Defining the purpose of a company is the hardest and most necessary step to building a Better Business.
Peter Drucker, probably the most acclaimed management consultant in history, believed the core purpose of any company is, ‘to create a customer.’
I mis-understood this the first time I read it and replaced ‘create’ with ‘get’.
Which is a bit like replacing ‘sell’ with ‘buy’ in your view of the world. A mistake which many companies are making at the moment.
Getting a customer is child’s play. And usually a one-way transaction. They win. You lose.
Creating a customer means selling something of value.
To them. And to you.
