Brands are acts of co-creation.
& brands are built upon and defined by what they sell.

a “product” or a “service” is defined by the customer, not by the producer.
It needs to work continuously on challenging itself in respect to the utility and value that its products or services contribute to customers.

As the old saw goes, the customer is always right.

The greatest danger…is to “know better” than the customer
what the product or service is or should be, how it should be bought, and what it should be used for.

The act of shopping is the seeking of transformation, but one of their choosing. Not one that is defined for them (that is for doctors and advisors).

Businesses are not paid to reform customers. They are paid to satisfy customers.

The real work is not in finding customers. It’s in embracing the customers that find you.

via The Daily Drucker by Peter F. Drucker 📚