Peter Drucker lessons though many, remind us to always focus on the customer and marketing.  His teaching boil down to… “A business has only one purpose, and that is to create and serve a customer.”

The three constant reminders to help us accomplish this purpose is to answer:

  • What business are you in?
  • What customers do you serve?
  • What do those customers value?

Phil Myers co-authored a book called “Tuned In.”  I believe the key lessons from this book are the examples of companies that got Tuned Into Peter Druckers rules and reminders.  When you’re “Tuned In,” you listen intently and you watch for signals that reveal problems customers want solved or desires they customers have and would happily pay to fulfill these conscious or latent needs.

The one constant reminder to accomplish being Tuned In is to remind yourself, your shareholders and your staff:

  • “Your opinion, while interesting, is irrelevant.”
  • What does the customer say?

WE THE CUSTOMERS…

Before the unveiling, consider first that the greatest country ever was built was done so by serving an oath, “We the People…”

We the People of the United States, in Order to form a more perfect Union, establish Justice, insure domestic Tranquility, provide for the common Defense, promote the general Welfare, and secure the Blessings of Liberty to ourselves and our Posterity, do ordain and establish this Constitution for the United States of America.

The Framers of this oath were an elite group – among the best and brightest America had to offer at the time. But they knew that they were trying to forge a nation made up not of an elite, but of the common man. Without the approval of the common man, they feared revolution. This first part of the Preamble speaks to the common man. It puts into writing, as clear as day, the notion that the people were creating this Constitution. It was not handed down by a god or by a king – it was created by the people.

The greatest businesses in the world need to serve a similar “oath.”

I hereby submit the Customer Manifesto for your consideration:

We the Customers of your Business, in Order to form a more perfect Union, wish to receive value, insure harmony of benefits to features, and secure the Solutions to our Problems and to our desires, do ordain and establish this Commerce transaction for the continues success of Your Business.

The Framers of this oath need not be an elite group either.  There are many who are among the best and brightest business people because they understand this common truth, Serve the Customer.  This puts into writing, as clear as day, the notion that the customer and what they value creates a Business.  This too was not handed down by a god or by a king – it was created by the people who vote with thier hard earned money whether you have succeeded in making them a customer.

WE THE CUSTOMERS have spoken.

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