Theodore Levitt may have written “Marketing Myopia” almost fifty years ago, but his now-classic ideology published by the Harvard Business Review is just as pertinent today. Levitt describes how the railroad companies created their own downfall. “The railroads did not stop growing because the need for passenger and freight transportation declined. That grew... They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business…they were railroad oriented instead of transportation oriented; they were product oriented instead of customer oriented.”

Today businesses struggle with the same need to identify themselves within the marketplace instead of by their product.

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