by Freddy J. Nager, Founder of Atomic Tango LLC
While reading an article by one of my marketing idols, Jack Trout, I came across this quote from the “father of business consulting,” Peter Drucker…
“Because the purpose of business is to create a customer, the business enterprise has two, and only these two, basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
Upon reading this, I shouted “amen” and “hallelujah” at the same time, probably causing irrevocable vocal chord damage. But it was worth it.
In his article “CMOs, You Must Differentiate or Risk Losing It All,” Trout points out how most businesses ignore Drucker’s edict to their detriment. He also criticizes those so-called CMOs who spend their time focusing on everything but their most important task: differentiation.
“While CMOs are worrying about customers or segmentation or ROI or search-engine optimization, their brands are sinking into a sea of commoditization. Drucker told them what to do, and they ignored him.”
So I give a shout out to companies like Apple, Starbucks, Nike, Google, Virgin and Harley-Davidson who have made differentiation their driving force. To those who think differentiation doesn’t matter, I say nada. They will never make a difference — literally — so why strain my vocal chords?
Bob Embry
The word “function” is frequently misunderstood. The quote is taken out of context.
Drucker was using it in the sense of “special” purpose, not a department or activity. The “function” of a light switch is to turn lights on or off–or something of that nature.
Marketing is the entire business as seen from the point of view of the customer.
The question who is the customer is not about who is your customer, but THE customer–always more than one.
See http://tinyurl.com/37bnrw for more on this
Bob
Atomic Tango
Thanks for the comment, Bob. The original context that you cite in your blog actually reinforces what Trout says about the importance of marketing:
All the above are marketing functions (or activities, if you prefer). I particularly like the Drucker line, “a business must set objectives that express what is desirable of attainment rather than (as the maximization-of-profit theorem implies) aim at accommodation to the possible.” And that is the role for marketing. Everything else — finance, operations, etc. — is the “accommodation to the possible.”