That reminds me....
I heard the argument phrased a little differently long ago.
Q: What's the most important thing for a business to have?
A: A customer.
Someone has to be willing to give you their money in exchange for what you give them or do for them. You can have a great idea, great people, great technology, great advertising, the lowest costs, and be head and shoulders above the competition in every way. But if you don't have any idea of who your customer is, you're dead.
In that sense, Drucker is too glib. Apple isn't the cheapest when it comes to computers and phones and music players or music stores. But it knows its customers' desires very well (much of the time). Good companies have ways of increasing demand.
Cheers,
Scott.
