In nature, there are producers and consumers. (There are also decomposers, but that’s food-chain for thought, which we’ll leave for another day.) Producers make their own food, using energy from the sun. Consumers get their energy by eating producers or smaller consumers. In business, we have to be both a producer and a consumer. As Peter Drucker said, we have one goal: to create a customer. Stated another way, we have to choose where we can and should provide value to customers. All our competitors are trying to do the same thing.

To succeed, we must have a bias toward consumption.

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