Description
Marketing Myopia is one of the most influential business articles ever published, originally written as a Harvard Business Review classic. The essay presents a compelling argument that many companies suffer from a dangerous shortsightedness—focusing narrowly on their products rather than understanding and serving their customers’ deeper needs.
The book explores why established industries decline and how companies can avoid obsolescence by adopting a customer-centric philosophy. Through engaging examples and case studies, it demonstrates that railroads failed not because demand for transportation declined, but because they viewed themselves as railroad companies rather than transportation providers. This fundamental shift in perspective is crucial for long-term business success and growth in competitive markets.
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