In the article “Should you Ignore What your Customers Want? The Great Wine Makers do” Gregory Carpenter, writer for Kellogg Insight digs deeper into why and how winemakers stray away from the typical marketing customer centric approach. The how, comes from not focusing on selling the product itself but instead selling the vision behind the product. The why? Simply, because it works. Within other industries, has this “Market driven-firm” approach deemed to be successful. Companies like, Apple and Starbucks have seen incredible success by following this strategy. As Steve Jobs has said, “Our job is to figure out what customers are going to want before they do”. Read More>>