“Customer-driven”, “customer-focused”, and “customer-centric” are the sort of terms often bandied around, but often used without much weight. All business consider their customers, for the simple reason that a business that does not do this won’t be in business very long.

Being customer-driven is important, but in reality what most businesses aim for is being market-driven. Customer-driven only considers one dimension — i.e. the customer. Market-driven considers the customer, the business’s co...