Modern marketing passionately emphasizes the idea of ‘customer focus’. Every other firm on the face of this earth seems to have a single reason for existence – to serve the customer with a devotion more akin to obsession. The modern marketer aims to make life simple for the consumer by getting goods to market in a timely and efficient manner, through detailed inventory management, so that they are available when and where the consumer wants them, at a price they are prepared to pay. Could anything be more boring?
Customers don’t …