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What's Your Target Really Selling?
One of our number, Gerry Berstell, has co-authored a fascinating piece in MIT's Sloan Management Review that describes how to create successful products and services by paying attention to what job the customer "hires" them to do. That is, what is the customer trying to achieve by using the product or service?
Gerry and his co-authors (who include Clayton Christensen of Disruptive Technologies fame) give some illustrative answers to the question that demonstrate the power of this unique approach. See the article.
Gerry performs due diligence on the products and services of seller targets for Kuhn Capital's buy-side clients.
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