Charles Baden-Fuller: 'get your head around the fact there are customers' (VIDEO)

SPONSORED: Professor Charles Baden-Fuller, centenary professor of strategy at Cass Business School, says customers aren't the only ones businesses should worry about - they should keep an eye on investors, too.

When businesses first start up, one of their most common mistakes is to assume that customers are the only ones who matter, says Professor Charles Baden-Fuller, centenary professor of strategy at Cass Business School.

But there's another side: the people who want to take a more long-term view of your business - the investors. 'Who, five years from now, will be the person who buys your company, or merges with you?' he asks. 'That is who you have to pay attention to'

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