Next in Line for Reinvention: The Art of Selling†

Consultant Ram Charan Says Focus Is All Wrong; What a Customer Needs

Wall Street Journal, January 28, 2008 — Ram Charan is known for his platinum clients and his relentless schedule. The business professor-turned-management consultant says he's worked seven days a week for 30-plus years, advising executives at the likes of General Electric Co. and Verizon Communications Inc. on such topics as improving results and execution.

In his spare time, he has written or co-written 16 books, mostly on strategy and leadership.

Recently, Mr. Charan turned his attention to sales, particularly from one business to another. He doesn't like what he sees. In "What the Customer Wants You to Know," published last year by Portfolio, he argues that companies need to "reinvent" the way they sell, to focus on their customers rather than product features.