Goodwill

Customer Satisfaction Back in 1965 The Rolling Stones unleashed (I Can’t Get No) Satisfaction, a protest against conformity, including the conformity demanded by the powerful mass marketing forces of the time: “When I’m watchin’ my TV And a man comes on to tell me How white my shirts can be But he can’t be a man ’cause he doesn’t smoke The same cigarettes as me”[i] In the same year a business growth model was published that expressed and promoted that very conformity. Igor Ansoff’s famous Matrix synthesized everything down to just Products and Markets, resulting in four possible business growth strategies[ii]: Market Penetration = Existing Product in Existing Market Market Development = Existing Product in New Market Product Development = New Product in Existi...