The difference between exploiting and exploitation

There’s a difference between exploiting an opportunity, and exploitation of a market’s buyers that represent that opportunity. The former is noble – the thing of which business successes are made. The latter is, sadly, all too common. It is what gives business in general a black eye, and makes buyers wary.

The true test of a company’s ability to win in the market is to identify and seize upon an opportunity – an unmet need – and do it in a manner that builds a customer franchise for life. Constantly improving, adding value, and giving delight.

Companies that become fixated on growing the financials quarterly, and retaining dissatisfied and disenfranchised customers through hardball contracts, disloyalty penalties and myriad anti-churn tactics seldom make it through the long term.

Buyers have memories. They share experiences.

A company’s brand is the sum total of the collective reputation earned through such experiences.

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