Marketing myopia is the mistake of focusing more on the specific products a company offers than on the benefits and experiences those products create. The term was coined by Theodore Levitt of Harvard.
Companies suffering from marketing myopia are focused on their own needs and technologies rather than on the needs of their customers (e.g., railroad companies that have defined themselves as the “railroad industry” rather than the “transportation industry”). Overcoming myopia requires a shift to a market and customer orientation.
