Mirrors and Windows

The basic principle underlying all marketing strategy is the creation of value: developing offerings that create value for buyers, while creating value for the firm and its partners. When both sets of values live in equilibrium, the long term health of the firm improves.

As firms get larger, managements become more removed from daily interaction with their markets – with the demands of Wall Street ringing daily in their ears, it is easy to lose sight of the balance. When achievement of the firm’s strategic objectives becomes a proxy for providing customer value (e.g. “What’s good for General Motors is good for the U.S.A.”) the firm’s health is at risk.

When asked once what keeps him awake at night, the CEO of a Fortune 500 company responded, “The thing I fear most is that the office windows become mirrors, reflecting back to us the image of the world as we want to see it.”

Does your organization look through windows? Or does it stare at its own image in mirrors?

When was the last time you stepped outside to make sure?

Written by Michael

Michael Douglas has held senior positions in sales, marketing and general management since 1980, and spent 20 years at Sun Microsystems, most recently as VP, Global Marketing. His experience includes start-ups, mid-market and enterprises. He's currently VP Enterprise Go-to-Market for NVIDIA.

Strategy Studies