In Management Principle 16, what should the focus be on to attract customers?

Focusing on substance over surface is essential for attracting customers because it emphasizes the importance of delivering genuine value and quality in products and services. When a company prioritizes substance, it ensures that the underlying features, benefits, and overall performance of its offerings meet or exceed customer expectations. This approach fosters trust and loyalty, as customers appreciate and gravitate toward brands that provide authentic, high-quality experiences rather than merely superficial appeal.

In contrast, prioritizing surface qualities might lead to a focus on aesthetics or marketing tactics that don't translate into real value for the customer. While the authority of management can play a role in guiding a company's vision and strategy, it alone does not ensure customer attraction; customers typically respond better to what they perceive as meaningful benefits rather than just management hierarchy. Similarly, efforts to reduce costs, while important for operational efficiency, should not compromise quality, as customers are often willing to pay a bit more for products that they perceive as being of higher substance and reliability. By focusing on substance, a business can create lasting relationships with its customer base and drive sustainable success.