Is Your Company Squandering Digital Opportunities?

More than 60 years ago, Harvard Business School professor Theodore Levitt famously argued that companies often fail because they focus so narrowly on products and services that they forget to keep in mind the bigger picture: what consumers actually want. Levitt called this problem “marketing myopia,” and it remains a problem to this day. Increasingly, however, companies are struggling with a new affliction, which I call digital myopia.