Know Thy Customer

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It came as no surprise that JC Penney and their now former CEO Ron Johnson came under fire. With the stock tanking and the CEO fired, media analysts are all but planning the company's funeral saying they can't come back from such a heavy blow.

Small businesses can take a serious lesson from the hubris and dismissiveness of Ron Johnson. You're perfectly within your right to run your company they way you see fit. But ultimately the customer has to take center stage. When you don't understand your customers and make drastic changes without testing (and adjusting) first, you set your company up for failure. 

Join me and my guest as we discuss where JC Penney went wrong, how small business can avoid similar mistakes, and what they can learn about this experience.

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