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5. Push and Pull > 5.2. Design

Design

Design has emerged as one of the world’s most powerful forces. Our lives are intimately touched by architectural, environmental, industrial, and visual design. Most of the places and objects that shape our experience have been designed by intention. And the Internet has created new frontiers for interaction, information, and communication design.

Know Thy Customer

The power of pull has always been appreciated by the best minds in business. As the legendary management guru Peter Drucker explains:

There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available.


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