Marketing Myopia Slide Deck presentation

Marketing myopia presentation by Harvard Business Review

1. YOUR LOGO HERE

2. HOW TO USE THIS DECK Use the following slides to present and discuss the ideas in the article. Each slide includes talking points in the notes field. Customize the slides as needed. You may want to insert them into your own presentation, add your organization’s branding, revise the slide text or the talking points, or insert new slides. The complete deck takes approximately 15 minutes to present. If you want to do a shorter presentation that covers the basic concepts, delete the slides marked EXAMPLE .

3. What Is Marketing Myopia? Focusing too narrowly on selling products and services Missing the “big picture” of what consumers really want 3

4. What Business Are You Really In? 4 RAILROADS TRANSPORTATION OIL ENERGY FILM ENTERTAINMENT OR OR OR

5. Three Key Ideas There’s no such thing as a growth industry. Your product is not your business. Focus on customers’ needs, not your capabilities. 5 1 2 3

6. There’s No Such Thing as a Growth Industry 6 The history of every dead and dying ‘growth’ industry shows a self -deceiving cycle of bountiful expansion and undetected decay. THEODORE LEVITT

7. Your Product Is Not Your Business 7 RAILROADS TRANSPORTATION Product-oriented Focused on railroads Industry declined Customer-oriented Focused on customers’ needs Industry grew

8. Focus on Customers’ Needs, Not Your Capabilities 8 The marketing effort is still viewed as a necessary consequence of the product —not vice versa, as it should be. THEODORE LEVITT

9. RESULT We focus on products , not customers’ needs. BELIEF An ever-expanding and more affluent population will guarantee our growth. The Four Myths 9 Myth #1

10. More and More People Needed Light — Not Kerosene 10 EXAMPLE PRODUCT-FOCUSED CUSTOMER-FOCUSED

11. The Four Myths 11 RESULT We fail to innovate. BELIEF There is no competitive substitute for our industry’s major product. Myth #2

12. Oil Failed to Innovate Focused on extraction 12 EXAMPLE Allowed others to fill the innovation vacuum Feared cannibalizing existing business MISSED OPPORTUNITIES $$$

13. The Four Myths 13 RESULT We focus on selling instead of marketing. BELIEF We can protect ourselves through mass production. Myth #3

14. The Difference Between Selling and Marketing 14 VS. SELLING MARKETING Getting people to exchange their cash for your offering Satisfying the needs of customers by means of a product or service

15. What Business Were They Really In? 15 OR PRODUCT NEED Buggy whip mass production Customer transportation EXAMPLE

16. The Four Myths 16 RESULT We think our products will sell themselves. BELIEF Technical research and development will ensure our growth. Myth #4

17. The Cure for Marketing Myopia Think broadly about the business you are in. Create a customer-oriented company. 17

18. FURTHER READING HARVARD BUSINESS REVIEW ARTICLES Business Marketing: Understand What Customers Value By James C. Anderson and James A. Narus Co -opting Customer Competence By C. K. Prahalad and Venkatram Ramaswamy The Customer-Centered Innovation Map By Lance A. Bettencourt and Anthony W. Ulwick Do You Want to Keep Your Customers Forever? By B . Joseph Pine II, Don Peppers, and Martha Rogers Marketing Malpractice: The Cause and the Cure By Clayton M. Christensen, Scott Cook, and Taddy Hall HBR CHANNEL VIDEO The Explainer: Marketing Myopia Based on the work of Theodore Levitt