“Sustained growth depends on how broadly
you define your business – and how carefully
you guage your customers’ needs”
In his 1960 award winning Harvard Business Review article, Marketing Myopia, Theodore Levitt introduces the question, “What business are you really in?” Levitt described flailing railroad executives destined to failure because they viewed themselves as being in the railroad business, instead of the transportation business. Have you defined your strategy too narrowly to be sustainable? Identify your customers’ needs and open yourself up to the possibilities of the business you’re really in. Pick up Levitt’s classic article and read it again.
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