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Balance-built Around Customers

Marketing and Fulfillment Structure and SystemsCommunication and Publications Services

2002.12.31

Albert Borrero

Overview

“It’s not the strongest of the species who survive, nor the most intelligent, but the ones most responsive to change.”

–Charles Darwin

Adaptation is the biggest evolutionary revelation the world has ever gone through, andrepeatedly for eons, will go through over again. Beings adapt to an environment. And tosurvive, “get used to through experience” to forces that affect them.The same revelation applies to successful products. A product undergoes “customization”to a force that will sustain it. This force is the market–people who buy, believe, or subscribe to a product–be it ideas, organizations, individuals, goods, or services.A market is a collective of customers. Different markets have different needs, wants,aspirations, and held beliefs. These values drive customers in respective segments of markets to engage in a product. And buying the product is fulfillment to meet their needs, wants, and aspirations.The Communication and Publications Services’ structure

–

and people

–

revolves aroundthis mix:

Engaged customer = needs + that is fulfilled + with products

A balance of components in the equation and sufficient elements in any one of thecomponents dictate the potential result that will drive and sustain enterprise publishing.Customer-driven activities are important to find these elements. It is an ultimate goal togain mastery of the customers’ needs to develop products that will make it to market.This paper is one of first steps to gain the mastery.3

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Balance Built Around Customers

Adaptation is the biggest evolutionary revelation the world has ever gone through, and repeatedly for eons, will go through over again. Beings adapt to an environment. And to su... (More)

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Upload Date:	02/19/2009
Copyright:	Attribution Non-commercial
Tags:	Education publishing customer Product Development customer experience albert borrero (more tags) Education publishing customer Product Development customer experience albert borrero marketing and fulfillment fulfillment systems customerdriven communication and publishing publishing business process customer engagement Presentations & Spreadsheets (fewer)