Canavan, Brendan (2016) The customer is rarely right, often self-obsessed and may be best ignored. The Conversation. ISSN 2044-5032

Customer focus is an enduring and fundamental principle of business. The logic goes that success will follow if you identify and solve customer problems, use them to build new products or services, and create strong relationships. But the truth is that customers can be a dreadful guide, and new technology means it is an idea that may have had its day.

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