Why is marketing called marketing and not customering? And why do entrepreneurs or start up founders talk about finding product-market fit, not product-customer fit?

There’s a simple reason — a business must be attuned to the market, not just the customer to succeed, and there are a multitude of factors within the market to consider alongside our customers wants, needs and expectations, such as:

How might regulatory changes affect us?
Is our category growing or declining?
What are the current and emerging competitive threats?
How can we raise and maintain awareness?
Which territories should we be covering and how do they differ?
What macro-economic trends have an influence?
How do political, social and technological developments come into play?
What’s going on with our suppliers and partners — how is bargaining power shifting?

Balancing these considerations (and there are many more) is what makes running a business hard, and why I struggle with the term "customer-centricity” — it strikes me as an overly simplistic prescription.

Yes, being customer focused is essential, but it is not enough to succeed. Ignore other market factors at your peril! #customerexperience

See this post on LinkedIn