Which comes first: The product or the need? Do you focus on what you’re really good at as a company and try to be leaner and meaner than competitors? Or do you start with the needs of the customer and assemble your resources around them? For some companies wholly focused on one path or the other, that’s not even a question to consider. For others, it’s the central paradox of existence, confusing efforts to create a clear market approach.
The answer, unsurprisingly, is that most companies should concentrate on their own strengths and meeting their customer’s needs.
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