Know the customer but know you’re not the customer

In the January ’07 issue of Inc. Magazine, there’s an article written by Thomas Stemberg, the founder of Staples.  He said something that is right in line with my recent post "How’s the view from inside the bottle?"

Stemberg says "know your customer" is the most profound lesson in the business canon.  He goes on to follow up that thought with "but never assume that you are the customer."

There is nothing insignificant about that distinction.

Download StembergInc.pdf