More customers, fewer consumers

To succeed in business you need to “meet the needs of consumers,” right? It’s so hackneyed it must be true. It’s so true it must be wrong.To get what I mean, see how this strikes you. It’s from the jacket copy of Paul Nunes and Brian Johnson's book Mass Affluence: Seven New Rules of Marketing to Today's Consumer (Harvard Business School Press):Millions of consumers can now afford to pay more for everything—from household cleaning products to clothing to automobiles. Yet these “moneyed masses” … [Read more...]