Selling the Invisible: a field Guide to Modern Marketing \(Biz Books to Go\) pdfdrive com

part of the marketing.
Marketing is not a department. It is your business.
Marketing Myopia
Most executives are too busy ducking falling trees to see the forest.
Tunnel vision became so common that Theodore Levitt coined a now-famous
term for it: Marketing Myopia.
It is the inability of people to see the broad scope of their businesses.
My friend Geoffrey Moore, who advises high-tech companies and wrote
Crossing the Chasm and Inside the To rnado, cleverly describes this myopia
when he describes working with Silicon Valley companies:

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“You walk into the president’s office, and chat. When you leave, you notice
his fly is down. You say nothing and go on to the director of sales. You notice
his fly is down, too.
“Then you go see Joan. You have another good talk. But when you get up to
leave, you notice that Joan’s fly is down, too.
“Well, you go back, write your report, and return to deliver it. You open by
saying, ‘Ladies and gentlemen, we have a Fly Problem here.’
“Well, everyone is stunned. How did he figure that out? they all wonder. It
comes off as a brilliant insight.
“So much of what passes for brilliant insight in helping a company is
reporting what everyone in that company could see, if only they could still see
clearly.”
It’s hard to see the real scope of your business. Ask for help.
Tunnel Vision
I cannot walk into most companies without being aware of their walls.
The walls seem to do more than keep the cold air out. They seem to block out
a clear vision of the world.
When companies discuss their problems, they talk about themselves. It’s not
ego at work. It’s just that people talk about what they know, and what people
know is their company.
But what people really need to know—what you really need to know—is
your customers and prospects.