TIP OF THE DAY: Expend More Energy Learning About Your Non-Customers

Peter Drucker Managment

Photo: Drucker Institute

Today’s tip comes from Peter Drucker, a renowned business management consultant, professor, and author:

Even the biggest enterprise (other than a government monopoly) has many more non-customers than it has customers. 
Yet very few institutions know anything about the non-customers; very few of them even know that they exist, let alone who they are. And even fewer know why they are not customers.

[By focusing only on current customers,] after a time, they know more and more about less and less.
–Peter Drucker, Management Author, Professor and Consultant

Read more management principles from Drucker at BusinessWeek >


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