Got Purpose?

I noticed that Don Libey and Christopher Pickering referred to the "heartbreak of customer service" in their new book on RFM ("Libey and Pickering on RFM and Beyond," MeritDirect Press, $59). At times, I must say that I feel the same way about merchandising.

So, it's time to get purpose-driven about your products. Here are five pragmatic suggestions on how to revive your product line before your competition does it for you. (You may recall how NetFlix out-marketed Blockbuster at its own game, or how Southwest and JetBlue continue to outperform the big, bankrupt airlines. They've succeeded by building more customer-centric products and services than the industry leaders. It can and does happen all the time.) Here's what you should consider.