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A new view of marketing

  • Marketing is not something you do to customers; it's a service you do for customers – the service of helping them make the best decisions more easily.

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This blog has moved!

  • Our New Home:
    I have moved this blog to my home Web site, where I can more closely integrate it with other content, such as my "Live Books." Please visit us at: http://mnav.com/blog

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January 09, 2008

Comments

Matt Rowley

George,

A great post. It so easy and so wrong to take numbers at face value. It's the dynamic behind them that's the real story.

For example, I work with clients to develop the future strategy for pharma brands that won't be launched for another 3-5 years and will only reach peak sales in 10-12 years.

What's crazy is that at the moment the accepted way is to base that strategy on standard market research techniques with everyday doctors - methods like those you write about in your post.

Creating a strategy as a simple reaction to this data means you are out of date ALREADY, forget about launch, much less in 10 years. Like you, it's my goal to change this mind-set.

I look forward to the new book!

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This blog has moved!

  • Our New Home:
    I have moved this blog to my home Web site, where I can more closely integrate it with other content, such as my "Live Books." Please visit us at: http://mnav.com/blog
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