“Commerce is the art of exploiting the need or desire someone has for something.” (Edmond and Jules de Goncourt, July 1864)*
“Hold it wise…/to make a virtue of necessity.” The Canterbury Tales (1387-1400)*

How to grow business long-term in any business is and always was t h e key challenge for marketers. For Consumer Healthcare companies that holds true as well. It doesn´t matter how large or small, national or multi-national a company is. No matter how focused or patchy the portfolio may look like. The well-known options to grow a CHC business are: organic growth through line- and brand-extension, switching RX API´s to OTC, geographical roll-out or expanding the business by external growth through M+A/Licensing –activities. Right? Yes, of course – but not just.

The quantity of information you get by searching at Google or YouTube on the subject of customer centricity is really impressive. The quality is mostly repellent.

Professor Peter S. Fader was one of the first academics claiming customer centricity as a holistic strategy for maximizing shareholder value long-term.