4.10 Customers’ ability to know and satisfy their needs by themselves
The customer’s ability or position to satisfy themselves is generally lower in Expert Orientation than in other Business Orientations.
For example, if I want to get a house and have no knowledge of architecture, construction, interior design, etc., I will hire an Expert (an architect, a builder) to help me find the best solution and then build the house for me completely.
With a bit more knowledge about the kind of house I need, I will choose a suitable ready-made house from the market offering (i.e., a Product).
With even more knowledge, I can assemble a house from the available modules found online and install it at my chosen location.
In this housing example, the customer in a Commodity Orientation would be the Market for building materials (wood, cement, etc.), whose needs are price setting and supply intake. This Market automatically manages these needs with maximum inherent capability and “knowledge“.
