Boomers will remember a popular book from the 70’s titled “Small is Beautiful” that took to task the well-intentioned mega-projects of that time that did not produce the intended benefits. Professor Roger Martin in his “Play to Win” blog offers an analogy to that theme that may help you look at your marketplace with fresh eyes. Many SME companies get addicted to the high volumes that large customers provide. But such volume comes with a cost, and some are starting to wonder if it’s worth it.
Marketers should check out Dr. Martin’s short blog post on the topic “Small is Beautiful: Why You Need to Pay More Attention to Small Customers.” (My thanks to my fellow Vistage Chair Colleague in Los Angeles Jed Daly for this article).
