Every business of every kind has issues to deal with on a daily basis. It’s quite easy to get bogged down by them and lose focus on what business really is about: making money by delivering to customers what they demand. Whether we are in the B2B or the B2C arena, the principle still remains the same.

Human nature can often make us focus on the more negative and pointless aspects of life and business. The result is that traditional business thinking concentrates upon ‘easy’ aspects of measurable benefit. Such as creating more and more efficiencies that entail rationalising costs whenever possible – even when it is the last thing you should do.

The customer, even with regards to the outsourcing craze, seems to have been left behind. Marketers, too, don’t have the respect they need to drive their businesses forward for the benefit of all stakeholders, which include investors and more importantly customers. People with financial backgrounds dominate the boardrooms of the world; they drive the show for short-term profit, and often with little regard to marketing effectiveness.