 
In many companies there is a great force for evil that must be overcome - Product Gravity.
Product Gravity acts like like a big black hole that draws all the company resources into itself. It becomes the raison d’être. The sole focus of the company. Sales reps begin to chant its praises. Manufacturing worships it. Finance throws offerings at its feet. Employees define themselves by it, “We are keepers of the Widget.” Soon, it becomes all consuming.
This great force causes the company to miss market opportunities, yield share to competitors, and loose their grip on valued customer relationships. Ultimately it becomes the death star that pulls the company from profitability and into a death spiral.
The only thing that can save the company is the Bright Star of customer focus. The Bright Star reminds us that products were meant to be the servants of customers. That their only reason for existence is to increase the wealth, the safety, the efficiency, and a 100 other needs of customers. The Bright Star is where market winning insights are found. It’s where the growth profitability of the business will come from. It is the fount of competitive advantage.
Right now, both forces are battling for the mind and soul of your company. Which will you let claim victory?
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