Customers: The Focal Point Of The Business System

The purpose of business is to please customers. We put customers in first place, as the initiator of all business processes. Customers create the opportunities for revenue and profit on which entrepreneurs can capitalize if they bring creative and innovative possibilities for customers to consider.

Customers provide these opportunities through signals of unease and dissatisfaction. They live in a current state enabled by their current resources – what they can buy and experience today. They are conscious of a reference point – a desired state – where there is less unease and more satisfaction. They can imagine this desired state, or, in fact, many such desired states in different parts of their life. But they can’t always imagine the means to bring it about. Or perhapos the means do not yet exist