The study featured in this article channels the lesson in Patrick Malone’s PAR training <Link>, in which a confidence statement was followed by an invitation to neutral for review, then decision.
So, I’m confident that customer value drivers interest animal health professionals and that this article is worth your review and consideration. Take a look. Then you can decide what to adjust, share with your team members or find actionable.
The authors’ seven-year study of 72 companies and additional research involving thousands of customers and firms reveal that companies routinely misidentify the factors that drive customer value. What the authors saw was that executives spend a great deal of time listening to customers, monitoring competitors and looking to spot industry trends. But they found that rather than using a scientific approach to interpret the information they gathered, they routinely took cognitive shortcuts.
Source: Harvard Business Review, November-December 2026. Link.
Executives don’t lack information. They have too much of it. What they lack is a valid way to prioritize it—and the discipline to act on those priorities rather than on instinct.”
Image: Link.
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