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.

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Last Updated: 13 Dec 2013

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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