Ralph's Book

Book CoverBusinesses often are started by entrepreneurs with an idea, a product or service, or an expertise. Many of them fail, not because the idea or product isn’t good, but because their attention is overwhelmingly directed internally – e.g., what goes into the product – when they should focus externally, always reminding themselves:

“It’s The Customer, Stupid!”

That’s the premise of Ralph Crosby’s new book, “It’s The Customer, Stupid! Lessons Learned in a Lifetime of Marketing.”

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From Chapter 6 – Best Practices In The Customer-Centric Creative Process

As you can plainly see, everything in marketing comes together in a universe around the customer.  But it’s not a “big bang” universe where the stars and constellations form through explosive chance.  The patterns of marketing and its management are basically systematic, consistent, and repeatable.  Marketing is much more science than art, though art certainly is present in the execution of the creative side of communications.  If we think of “science” as a skill reflecting the application of facts or principles in a particular branch of knowledge, then marketing certainly fits that definition.