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- Staffing Strategies: Can You Find, Recruit, and Retain the Talent You Need? Kennedy Presentation: Adventures In Search Video. Marketing Myopia (February 14, 2007) What do you call the tendency of companies to lose sight of their business? In 1960, Theodore Levitt published an article called Marketing Myopia (pdf) in the Harvard Buisiness Review.
"Myopia, or nearsightedness also known as short sightedness, is a refractive defect of the eye in which collimated light produces image focus in front of the retina when accommodation is relaxed." (Wikipedia) In other words, Myopia is is dysfunction that makes it hard to see things that are close up. The tendency for a company to have a myopic view of its business and competitive environment is a natural thing. What Levitt did in his article is something that needs to happen again and again in cycles of corporate renewal. We ware all predisposed, by virtue of being human, to turn vibrant things into repeatable processes. This narrowing, or focusing, is the essence of one part of the management process. The counterbalancing technique is to keep expanding the horizon. Taking in new ideas, enlarging the sphere of discourse, expanding the definition of the core business. These are the things that leaders do to keep their heads out of the sand (or other dark places). Marketing Myopia hits different parts of the Recruiting Ecology in different ways. Here are some classics: Yesterday's article, which showcased a non-industry based move to enlarge the sphere of job boards, was a small attempt to highlight the risks of Marketing Myopia to incumbent players. John Sumser © TwoColorHat. All Rights Reserved.
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