Your business creates the product or service.
Your brand strategy creates the customer.
Your marketing strategy creates the demand.

They immediately jump from business strategy to marketing strategy — from building a product to offering it to the market — only to find they have no customer. Peter Drucker, the godfather of business management once said, “the purpose of a business is to create a customer.” It’s rarely sufficient to design the perfect product without designing an equally thoughtful plan to get it to the right people.