Chopping block
Why successful businesses need Sherpas, machine oil and global positioning systems
Jeremy Bullmore
It's always a good question to put to a new client: we all know what you make but are you as certain what your customers are buying?
Simple as it sounds, it's a constructively difficult question to answer.
You make expensive pens; but that's not what people are buying. What people are buying will be prestige, or personal pleasure, or the hope of gratitude from a recipient.
You make multi-coloured chocolate buttons; but that's not what people are buying. What people are buying is...