Não há alternativa, não se pode ser neutro (parte V)

Parte I, parte II, parte III e parte IV.

Em linha com:

• o teste da estratégia estúpida;

Mais um trecho retirado de "Differentiate or Die: Survival in Our Era of Killer Competition" de Jack Trout:

"Quality and Customer Orientation Are Rarely Differentiating Ideas
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quality is a given these days, not a difference. Knowing and loving your customer is a given, not a difference.
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The great myth of marketing in the 1990s was that ‘‘serving the customer’’ was the name of the game.
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Many marketing people live in a dream world. They believe in the fantasy of the virgin market. This is the belief that marketing is a two-player game involving just the company and the customer. In this fantasy, a company develops a product or service designed to appeal to customer needs, and then uses marketing to harvest the crop.
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But there are no virgin markets. The reality of marketing is that a market consists of consumers strongly or weakly held by a range of competitors. A marketing campaign, therefore, consists of holding on to your customers while at the same time attempting to take customers away from your competitors.
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That’s what differentiation can do. It’s not just about knowing your customer. It’s about your customer knowing about you.
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Customer satisfaction is not the same as customer commitment. ... More than 40 percent of customers who claimed to be satisfied switched suppliers without looking back."

 A situação é algo caricata e perigosa... a Qualidade, como a estratégia, em vez de promover a diferenciação... promove a uniformização.