“Marketing myopia” is a term coined by Harvard Professor Theodore Levitt. It describes the short-sighted practice of companies that view marketing as the goal of selling specific products rather than from the standpoint of fulfilling customers’ needs.
Selling is often a by-product of a business that values volume over relationships. It is an inside-out approach. Quotas, bottom lines, and high pressure are often associated with this paradigm. When this is the culture of a company, things like this can happen:
True marketing, on the other hand, focuses on fulfilling a customer’s need. It is an outside-in approach. Marketing adapts with need instead of attempting to convince people they still need outdated solutions.
Which approach does your culture embrace?
Do you approach personal relationships with a selling mentality (what can I get out of this relationship) versus a marketing mentality (what needs of yours can I fulfill today)?