Customer-led growth: an impossibility or the way to lasting success?
Charlie Dawson and Simon CaulkinThe Foundation
Marketing's reason for being is to promote consumer-led growth. It is a mantra and a cliché, and much that is written on the subject leads us to believe it is an obvious and achievable goal. But as Charlie Dawson and Simon Caulkin argue, lasting customer-led growth is unnatural to an organisation and very much more difficult to achieve than is typically supposed.
Why does anyone start an organisation – a business, a political party, a charity? They might want...