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Jeff Bezos, the founder of Amazon, has built his company around a core principle: customer obsession. Unlike many businesses that focus on keeping up with or outpacing their competitors, Bezos believes that a relentless focus on customers is the key to long-term success.
Photo: REUTERS/Rex Curry
Customer Obsession vs. Competitor Obsession
Many companies claim to be customer-focused, but Bezos has observed that, in reality, they are often more concerned with what their competitors are doing. This competitor obsession can work in the short term, but Bezos argues that it is not sustainable in the long run. When a company is primarily focused on competitors, it can lose sight of what truly matters: the needs and desires of its customers.
The Challenge of Competitor Focus
One of the main issues with being competitor-focused is that it can be hard to stay motivated once you're the leader in your industry. When your entire culture is built around outpacing competitors, reaching the top can lead to complacency. There's a risk of losing the drive to innovate and improve, because the primary goal—beating the competition—has already been achieved.
The Advantage of Customer Obsession
In contrast, a customer-obsessed culture is always striving to meet and exceed customer expectations. Customers are never fully satisfied and always want more, which means that no matter how far ahead you are of your competitors, you are always behind your customers' expectations. This constant pressure to improve and innovate keeps a company energized and focused on delivering the best possible experience.
Customer Obsession at Amazon
At Amazon, customer obsession is a fundamental principle that guides everything the company does. This focus has driven Amazon to continually innovate and expand its offerings, from faster delivery times to a broader selection of products and services. Bezos believes that by prioritizing customers over competitors, Amazon can maintain its edge and continue to grow.
Conclusion
Jeff Bezos's emphasis on customer obsession offers a powerful lesson for any business. By focusing on the needs and desires of customers, rather than on competitors, companies can create a culture of continuous improvement and innovation. This approach not only keeps the company motivated but also ensures that it remains relevant and successful in the long run.
Listen to Jeff Bezos:
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