Marketing Myopia

But is it fun?

Customers don’t want a 1/4-inch drill; they want a 1/4-inch hole. So said Ted Levitt and his article, “Marketing Myopia,” stands as a classic. In my own experience at Hewlett-Packard Medical Electronics, our engineers were positively charmed by their inventions, but what the savvier marketing folks understood was that the patient’s vital signs were not …

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