"In the past, managers needed only aggregate metrics, while today, they need to understand the relationship between revenue and cost for literally every product sold to every customer every time....The biggest problem in business today is that all too many managers are not embracing the Age of Diverse Markets success elements that will enable them to prosper. Instead, they are doubling down on tactical innovations and tuning up old practices from the Age of Mass Markets—usually with diminishing results."
"The key to success in the Age of Diverse Markets is choosing your customer. [Moi ici: Quem são os seus clientes-alvo?] This has three imperatives:
- Choose: Define a defensible strategy that your company can dominate, choose the customers who fit, and say no to those who do not.
- Align: Identify and build the capabilities that will enable your company to achieve high sustained profitability with your chosen customers in your target strategic group (that is, the set of firms pursuing the same strategy), and focus your resources to quickly excel in your strategic direction.
- Manage: Develop your organization so your managers can seamlessly coordinate to identify and support your chosen customers, and to meet their diverse and rapidly evolving needs."