Marketing Myopia Analyzes

Hello in this post I share with you some ideas that come to me when I read an HBR Harvard business review post called Myopia Marketing, I hope you find interesting and feel free to comment

The main reflexion that I can have about the paper is that companies must be solution makers, not product makers, in fact, I think that companies nowadays especially new industries always offer services, sometimes use products as a channel for delivery his service, however, if we need pack our services through a product we need to do some considerations that can save us from becoming in companies without real purpose, I separate this concept of solution makers in four ideas, the most relevant for me, the first Idea is about how companies or entrepreneurs can fall in love with characteristics o enhancements of their products and lose the path for getting a real problem solver, I'm an engineer and in my early days as professional I had this problem, always started thinking in the product and build the biggest software from the market forgotting that software always have to respond to a need of some persons and don't be the most awarded and recognized in the market thats comes with a good solution, this way of think always will convert the product in something too big for the real situation, and sadly in some cases a big investment that companies through the time never use, so the first idea is, people and his problems first.

The second Idea comes after I realize that people and their problems are first, seeing back in time and remember some fails projects that initially were the most innovative and fit perfect when started in the market, but they never grew up or in the worst cases they closed, I remembered a project of loans for people out of the bank systems, risky people for banks as my friend said, they had an initial big engagement in the market for simplified the scoring for people without a credit history, and reduce the risk of not pay the loan, now I think that was the real purpose of his solution "reduce the risk of not pay loan", and not develop a complex platform to scoring, later I meet with he and I realized that his product is no longer in the market, others more big development companies made his scoring software, relegating he of the market, as the train industry don't saw that his businnes was transporting, he doesn't saw that his business was "reduce the risk of not pay loan", I think if he at that time would have been clear about his real purpose he could have made other actions and survive. so the second conclusion is, A strong purpose keeps us on track even if market change.

The third Idea is the risk for companies to have a privileged position in the market either for your product or service, this kills the creativity, this point is simple to resume for me, absence of problems can give us the absence of ideas, it's too important to promote the initiatives that come from companies creating a culture of propositions allowing to our teams be part of grow of companies and own, it's something that entrepreneurs have clear and companies in the time can't lose to assurance his permanence in the time.

The final idea is about innovation or optimization on companies, I can conclude these aren't the start point for keep on road, both are the result of pursuit an idea or objective, as the story of Ford and his search for low prices, in our companies we have to set clear and preferably measurably objectives and communicate to all, a clear goal with an open and creative environment, as I say in the before paragraph, force to all related to think to give us as result create o improve something in ours work and achieve our objectives.

So, a clear and strong purpose supported on a real and tested need, always allows us to find the best way to do and not fall in the development of an unnecessary product or lose true market awareness putting the company at risk.

La miopía del marketing. Theodore Levitt

Source: https://www.academia.edu/36240417/La_miopia_del_marketing_por_Theodore_Levitt