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Hear from Faculty Director, Center for Customer-Based Execution & Strategy J. Hugh Liedtke Professor of Marketing, Vikas Mikkal

In this episode, Vikas joins host Brian Jackson ’21 to explain why so many corporate strategies fail: the buzzwords, shiny-object initiatives, and mission-statement retreats that produce 50 priorities and zero focus. He shows what it looks like when organizations commit to the one or two things that genuinely create customer value — and stay the course.

He also shares how this approach comes to life through his Executive Education course, Strategic Growth Through Customer Focus, and the Center for Customer-Based Execution and Strategy, which produced a landmark report – interviewing over 3,000 customers to reveal what actually drives value across industries and what doesn't.