[Podcast] Technology Didn’t Disrupt Your Industry: Q&A with Thales S. Teixeira, Part II

This is the second of four installments of our conversation with Thales S. Teixeira, Lumry Family Associate Professor at Harvard Business School. Readers can find information on his book at https://www.decoupling.co/.  

To read Technology Didn’t Disrupt Your Industry: Q&A with Thales S. Teixeira, Part IV, click here.
To read Technology Didn’t Disrupt Your Industry: Q&A with Thales S. Teixeira, Part III, click here.
To read Technology Didn’t Disrupt Your Industry: Q&A with Thales S. Teixeira, Part II, click here.
To read Technology Didn’t Disrupt Your Industry: Q&A with Thales S. Teixeira, Part I, click here.

To listen to [Podcast] Technology Didn’t Disrupt Your Industry: Q&A with Thales S. Teixeira, Part IV, click here.
To listen to [Podcast] Technology Didn’t Disrupt Your Industry: Q&A with Thales S. Teixeira, Part III, click here.

To listen to [Podcast] Technology Didn’t Disrupt Your Industry: Q&A with Thales S. Teixeira, Part I, click here.

 
When you talk to brands, do you think that brands and marketers are looking to create more customer-centric approaches, or do you think it’s only the startups that have that?
 
Major brands have a desire to be customer-centric, and in many cases, they do certain activities that go in that light. My bigger point is that, when you look at it at the end of the day, for a company to be customer-centric, their managers, their decision makers have to be customer-centric. When you see what they’re trying to do, they’re very focused on their jobs. They’re very focused on budget, and they’re very focused on where they should spend their budget or their money that will have a quick impact on the business.
 
That is not being fully customer-centric in the sense that I’m not trying to take the customer as the most important element of the decision-making and then backing out of what I should do as a function of that. They are very firm-centric. Most companies, by the nature of how they’re built, how they’re structured, they’re firm centric. They’re centric in making the best decisions for themselves.