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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation http://xeeme.com/JanGordon
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What Comes First The Customer, or Marketing and Innovation?

What Comes First The Customer, or Marketing and Innovation? | Curation, Social Business and Beyond | Scoop.it
Focusing on customers to the exclusion of everyone and everything else can kill a business just as easily as neglect.
janlgordon's insight:

This article is from Digital Tonto and I selected it because it was thought-provoking and something we as marketers and innovators should pay attention to.


Here's what caught my attention


“The customer is always king” has long been a time-honored business adage.  Peter Drucker, the most renowned management thinker of the 20th century, was probably best known for advocating a consumer-centric approach.

 

A lot of the confusion stems from a misunderstanding of what Drucker actually said, which was:

 

"the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs".

 

 The truth is that a successful business must balance the needs of a variety of stakeholders.

 

Focusing on customers to the exclusion of everyone and everything else can kill a business just as easily as neglect.

 

 The Stupidity of Crowds


 "The ability to make distinctions between smart and dumb crowds can be the difference between a runaway success and unequivocal disaster"

Digital Tonto


There’s a reason why people like Henry Ford and Steve jobs don’t like listening to customers—customers are a crowd and crowds are often stupid.

 

They usually represent the conventional wisdom of the present, rather than the possibilities of the future and following them often leads to mediocrity, not excellence.

 

That’s why truly visionary entrepreneurs make their fortune from betting against the crowd.  They create something new, something nobody is asking for because they’ve never seen it before.  It’s difficult to “start with the customer” when one doesn’t exist yet.

 

Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond


Read more here: [http://bit.ly/1kMjtf5]

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janlgordon's comment, December 15, 2013 11:40 PM
Marty Koenig, Thank you Marty! You are so right, if we keep talking to each other and following popular trends, it's very possible that we will miss the boat. .
Charles Rein's curator insight, December 17, 2013 12:15 PM

The Idea of the Customer comes first, then the plan to pull them into your market

Ray Beauchamp's curator insight, December 28, 2013 4:23 PM

"the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs".

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Content Creation vs Content Curation: Is It Really An Either Or?

Content Creation vs Content Curation: Is It Really An Either Or? | Curation, Social Business and Beyond | Scoop.it

This great piece was written by Joe Pulizzi, founder of Content Marketing Institute 


There is no curation without original content. However, curators can expand the readership and help their niche find meaning and insight in the material as it relates to them. 


He says:


"So many organizations are getting caught up in content curation, but the real power of content marketing lies in original content creation."


Curation is more than a tactic, it is coming to forefront because


**people are overwhelmed with too much information.


If you're going to create content, I say mixing that with curated content might be a better way to go, again this depends on many factors,  but that's only my opinion.


Here are a few things that caught my attention:


Y0ur 2012 Checklist -


He says, yes, you can and should use content curation techniques, but this should be secondary.


I say, Curation is more than a technique and will go beyond a buzz word in 2012 as people learn new techniques.


He says:


"Focus on the true pain points of your customers and start planning content series around answering those pain points".


**I definitely agree but this can be accomplished by curation as well. It's not an either or, a curator can add more vital information, another perspective. provide resources or any number of things beyond the original article.


He says:


"Find the content curators in your industry and form relationships with them. They’ll help you spread the word about your great content".


I say:


I believe content creators will want to seek out good content curators  to curate their work.  I watched a six minute video yesterday, the title was "Is Your Content Good Enough To Be Curated"? Now that's a shift in thinking and a very interesting question to ponder, I say, stay tuned........


I think both are necessary in different proportions for different types of businesses.


What do you think?


Commentary by Jan Gordon "Covering Content Curation, Social Media and Beyond"


Read full article here: [http://bit.ly/w104L6]

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Beth Kanter's comment, December 16, 2011 3:37 PM
Thanks for this article. I agree with you that it isn't an either/or - you need to curate to create good quality content.