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Editor's Letter...

Many enterprises and non-profit organisations during this period finalise their planning process. Much of this exercise is wasted, and sometimes becomes counter-productive, because it focuses solely on the product/service and is purely “how-to” oriented. In today’s competitive world, where the sovereignty of the customer is undisputed this is no longer good enough. The secret is to understand how we are creating value for our customers by providing them with solutions to their problems and needs. To emphasise the ends and not just the means. To concentrate on the likely outcomes and accomplishments rather than just on the inputs and activities.

A prime danger in all business is becoming too engaged in the offered product or service per se, and neglecting the basic fact that what really matters is how efficiently the needs of the customer are being met. We too, as in any other business or social activity today, need to remain customer (member) driven. We have to continue creating and adding value to our readers’ experience by publishing material which is relevant to their work, study, everyday life. We too need to develop an on-going relationship with our clients. It is imperative for every enterprise and organisation to remain close to its customers, listen to them, understand how it can consistently benefit them. This of course also applies to the journal. Our constant challenge remains to treat a broad range of topics in a language that is not only understood by the business academic but also by the non-specialist We wish to empower the executive, offering a pool of knowledge to which  they can relate. We deliver information, not news. It is this which makes our journal different. We are also pleased that our website is now fully operational and invite you to visit the site regularly (www.the-executive.biz). A lot of work was required to have it up and running, and we will do our best to keep it alive. In due course, as more editions of our journal are published, we are sure that the site will evolve into an important source of information for your reference and perusal. With your support it can prove to be an invaluable tool in fostering an on-going relationship between us. Your feedback remains important to us. Please continue giving us comments, suggestions, ideas as to how we can together maintain and enhance the usefulness of ‘The Executive’ as a weapon of empowerment in every local executive’s arsenal.

Until our next issue, good luck in your work, in your lives.

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