I recently read a good piece on CNN that demonstrated how a few select entrepreneurial companies understand their customer is the lifeblood of their organization. This subject is important to me as I witness more often than not companies not taking customer orientation seriously. From one particular semiconductor company here in Boise, I hear it stated quite often that its goals are “market orientated,” yet the strategic goals and the advertising campaigns are constantly focused on its products and production procedures. Listen up, it’s not about what you do, who you are, or what you sell, but rather about who you sell to and what they need. Successful companies know how to empathize with the market by understanding the wants and needs of existing and potential customers.

Furthermore, employees are typically patronized by their top management on how they are the engine that makes the company go, but in reality, no company exists without customers and organizations should be structured and focused on addressing that principal. Yeah, happy and excited employees make for a better productivity; but I’ve worked for several companies that lose money and customers and the end result is always the same: low moral despite catchy internal motivational slogans or non-customer related group incentive programs. Getting straight to the point, quit wasting time on slogans and pep talks and goals that have nothing to do with serving the customer.

To conclude my mantra, organizations exist for one purpose and one purpose only … and it’s not in business to build widgets, to be innovators, to motivate employees, or to attain the most marketshare … but to serve those customers who keep your company afloat.