THE GOAL GAP: HOW THE CLASH BETWEEN BUSINESS AND CUSTOMER GOALS KILLS BRANDS (AND HOW TO AVOID IT)

Summary from the TLDR Marketing newsletter

ABM won British Rail's business by highlighting its disconnect from customers, staging a pitch that simulated poor customer experiences. This gap between the company's internal goals and customer expectations caused declining passenger numbers, as ads failed to align with real experiences. Similarly, Domino's Pizza lost customers by prioritizing cost-cutting over product quality but regained market share with a bold campaign addressing customer concerns and improving its pizza. The "Goal Gap" occurs when businesses focus on themselves rather than solving customers' problems, leading to lost trust and disengagement. Successful marketing prioritizes customer needs and positions the brand as a solution, reflected in all customer interactions.