While driving down Boston’s Massachusetts Avenue one Saturday afternoon, it dawned on me that every bus stop shelter along this popular main artery sported advertising signage for Apple’s iPad 2. Assuming that many bus riders were not target customers for a product selling between $500 and nearly $900, the two of us in the car thought that spending advertising dollars at bus stops seemed like a waste of money.

Focus on attracting customers not making sales.
With effusive CEO testimonials and countless articles and books describing how companies have transformed themselves into tightly focused, totally energized commerce machines, it would seem that change should be easy. But let’s face it: If it were simple, there’d be more of it. Even when the evidence for change is compelling, most companies continue to cling to the known and the familiar.

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