Peter Drucker said there are only two purposes of business—innovation and marketing—and all other business functions are simply costs. Funny thing is that the unit of innovation and the unit of marketing are the same: customer outcomes. If you don’t understand customer outcomes—their desired end-results—you will neither innovate properly to satisfy those outcomes, nor effectively promote your solutions to them. A clever gentleman, that Mr. Drucker.
More in e-book, Leader’s Guide to B2B Organic Growth