The Dirty Little Secret: It’s Not About Your Product

BlindersManufacturing firms tend to focus on their products. In fact, we often fall in love with them. It consumes most of our time at work, and for many in the business, much of their time away from the office as well. We celebrate big orders and naively assume the good times will last forever. Elaborate marketing campaigns tout the benefits of our product vs. competitive offerings. We obsess on how to continually improve the product to out-do our competition. So what’s the problem, you ask?  Continue reading