Building a Downstream Focus
Inside Dental Technology delivers updates on digital workflows, materials, lab techniques, and innovation in dental technology through expert articles and videos.
January 1, 2014
Volume 5, Issue 1, January 2014
Page(s):
When asked about the level of market research that went into the development of the iPad, Steve Jobs famously answered, “None. It’s not the consumers’ job to know what they want.” Think about it. If asked two decades ago, “What new development would be most beneficial for your personal life or for your business?”, would you have identified the Internet, email, the iPhone, or even automated production technologies? The answer is no. None of us even dreamed we wanted or needed those innovations. However, today, we would be hard pressed to keep in touch with family and friends or be successful in business without them.
The lesson is that what customers say they want versus what they really want, will value, and will pay for is most often very different. For many in this industry business is driven by production and success is measured in the numbers of units shipped. Organizations are committed and focused on honing and maximizing production throughput and efficiency. These are upstream activities that are important to any business. However, none of these activities are differentiators in the competitive space because everyone else is focused on accomplishing the same. Upstream refinements do not address the downstream needs or desires of customers. The real objective and challenge for building a true competitive advantage in the market is by shifting the focus downstream to the customer. Creating and nurturing the customer perception and relationship builds a bond that is impervious to the allure of competitors offering an equivalent product or value. Now sit back with your new iPad Air and enjoy your downstream purchase experience with that Starbucks Grande Mocha Latte.
Pam Johnson
Editor-in-Chief
pjohnson@aegiscomm.com
