By Dov Shenkman “The purpose of business is to create and keep a customer.” — Peter Drucker It’s a simple idea. Almost too simple and may seem obvious—after all, who else buys the stuff? But it’s surprising how many companies, even successful ones, get it backwards. The starting point of any business is not the product, not the quarterly profit, and definitely not the org chart. It’s the customer. Profit is not the goal—it’s a result. The real goal is to deliver differentiate