The Stakeholders

±: 1.4.3 The Stakeholders

E-mail Print PDF

Can't live with them, can't live without

Thanks, Wired!Previous chapters have been dealing with internal and some external stakeholders. This chapter is dedicated the most important stakeholders of them all:

The customers - the ones actually paying you to continue your business.

Yes, I have followed the discussions Chris Anderson started with Free! Why $0.00 Is the Future of Business where he uses King Gillette as the first master of "free" when he gave out the razor for free and sold the disposable blades. I find Chris Anderson's argumentation interesting when I go to the supermarket to buy disposable blades. Yes, the blades still cost money - but so does the razor. If you know where I can find a free Gillette razor, tell me.

In some western countries you are not allowed to use the word free in marketing, since they believe that nothing in life is free: You always have to pay, some way or another. The currency can be your money, your time, your attention, your efforts, etc. This calls for defining more effective and descriptive customer roles.

I have found three customer roles, how many can you find?


Planned publishing: April.

If you would like to be updated on publishing dates, please subscribe to the newsletter.