By Gordon Beattie

The customer is always right is the biggest myth in business.

It’s true that customers are the only reason companies exist and great brands yearn to delight them.

It’s also true that you don’t own your brand, your customers do.

That, however, does not mean the consumer is always right.

You are the custodians of your brand. You care for it, love it and nurture it. 

You know it better than any customer, so don’t be harried, bullied or intimidated into changing tack because of consumer pressure.

Customers may pay the piper but they shouldn’t always call the tune.