The Six Markets Every Manager Needs to Master (Beyond Customers)

Most companies obsess over their customer market while completely ignoring five other critical areas that can make or break their success. This tunnel vision explains why some businesses grow effortlessly while others struggle despite having great products.

Watch the full breakdown:

Why Focusing Only on Customers Isn't Enough

The Six Markets Framework

Developed by Christopher, Payne, and Ballantyne in 1991, the Six Markets Model reveals that organizations actually operate in six interconnected reputation areas:

1. Customer Market - Your buyers and the long-term relationships you build with them

2. Recruitment Market - Your ability to attract top talent; weak employer reputation sends candidates to competitors

3. Supplier Market - Vendor relationships that influence costs, delivery speed, and material quality

4. Referral Market - Industry experts, consultants, and journalists who can recommend you without being customers

5. Influence Market - Shareholders, regulators, and media that shape your business environment

6. Internal Market - Your employees and internal stakeholders whose engagement directly impacts service quality

Why This Matters for Your Career

These six markets don't just apply to companies - they impact your personal brand and professional reputation. Understanding how these markets interconnect can help you make strategic decisions that enhance both company and personal value.

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