Bruce Ernst says, “There’s an old tale many of you may be familiar with of the five blind men traveling in the jungles of India. In the story, the five blind men come upon an elephant. One blind man feels the elephant’s leg and calls out, “It’s a tree!” Meanwhile, another blind man touches the elephant’s trunk and says, “I’ve found a snake hanging from the tree!”

It’s a perfect example of a group of people who cannot see the entirety of their situation, but instead chose to focus only on that which is in front of them. Perhaps if the five blind men had communicated and collaborated on their observations, they would have quickly discovered that they had come upon an elephant”.

The Tale of 5 Blind Marketers: Moving to a Customer-Centric Philosophy

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