While earning my second master’s in business strategy, I read The Marketing Imagination by Theodore Levitt. Levitt argued that the core purpose of a business is “to create and keep a customer.” This ...

Many e-commerce businesses adopt complex loyalty programs to keep customers around, but these strategies don’t always perform as well in today’s market. Instead, making authentic connections is now ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Toni Pisano Let’s face it ...

A strong relationship with your customers is the basis of any business that is successful. The loyalty programs, if carefully designed and implemented can be powerful tools to strengthen these ...

When did marketing become more about spreadsheets than stories? We’ve gotten so good at measuring people, we’ve nearly forgotten how to connect with them. While technology lets us gather insights at ...

Today’s consumers have more choices than ever before, giving them unprecedented power in the marketplace. With more competition entering the online and offline retail space, retailers find it more ...

Understand your customer by grasping their challenges and industry context to offer tailored solutions. Be proactive and accountable by anticipating needs, communicating transparently about issues, ...

For B2B companies, growth is a multifaceted goal that involves more than just increasing sales. But to achieve sustainable growth, these companies must first navigate competitive markets, build strong ...

Do not assume. This thought hit me as I read feedback from attendees of a sales conference. The most often mentioned takeaway is to focus on building relationships. Reading them, I wondered how many ...