We have become value providers, not product providers.

The Every Day Life / Post Digital culture is presenting us with new marketing concepts and opportunities. Changing our focus from creating customers through products, and better customers through line extensions

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. To focusing on direct relations, memberships and extended value.

Two things:

    – Products are worthless until they are introduced to the situation where they create value. (link)

    – It’s not only the content industries (music, film, media) that will be affected by the changes brought by digital communication
    . As both people’s behaviors, and their accessibility change, more and more business categories will find that the fundamentals for how they create customers, are disrupted.

In the words of Peter Drucker:

    “The purpose of a business is to create a customer.”
    “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. ”
    Peter Drucker

This invites companies to think of themselves as value providers, not product providers, to understand that customers are created through members, not features
. And that extending customer value comes from within the situation where we are already creating value, not artificial product line extensions introducing foreign situations to the customers

A simple diagram to introduce some suggested changes:

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One Comment

  1. November 25

    Credit you representing details. It helped me in my assignment

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