Business Decision Resources - Marketing Presentations & Keynotes

Dale Fodness, Ph.D. is a consumer researcher and market strategist who helps managers and companies move from a focus on their products to a focus on their customers.

Building better customers is the theme of his engaging presentations about conducting business that gets us back to Peter Drucker's strategic imperative: to create and keep a customer. A focus on building better customers allows us to think creatively and inventively about wrapping products and services around customers, to build value around the customer experience, and to anticipate the developing needs of potential customers and to respond with products and services that solve their problems and facilitate their dreams.

As Dale shares, discusses and refines his interests in building better customers with a wide range of professional audiences, seven critical factors frame his perspective of customer orientation:

Opportunities lie with customers, not with products or services.

Customers don't buy products or product features, they buy benefits.

The only truly sustainable competitive advantage is a superior customer solution.

Customer value is greater than the sum of quality perceptions and satisfaction.

It's more important to listen to your customers than to research them.

Forget market demand and focus on customer experiences.

Success in customer focus is measured in terms of share of the customer, not market share.

In customized presentations and speeches, Dale identifies perspectives and resources which will help your group better understand your customers, develop the personal and organizational perspectives required for effective customer-focused marketing and, more than anything else, begin to understand that the key to business success lies not with building better products, but with building better customers.

For further information about this topic or other interests you may have, please contact Dale Fodness directly at: