Sep 18, 2026 · 5 min · 8 segments
**This is an Impact Pricing Blog published on July 6, 2026, turned into an audio podcast so you can listen on the go.** **Read Full Article Here…
Mark StivingHost
In 1960, Theodore Leavitt published one of the most important articles in the history of business, Marketing Myopia.
It argued that the railroads didn't decline because demand for transportation shrank.
They declined because they defined themselves as railroad companies instead of transportation companies.
They were so focused on what they built that they went blind to what they were actually selling.
It shows up inside a single company and set a single deal and sign a meeting last Tuesday.
In 1960, Theodore Leavitt published one of the most important articles in the history of business, Marketing Myopia.
It argued that the railroads didn't decline because demand for transportation shrank.
They declined because they defined themselves as railroad companies instead of transportation companies.
They were so focused on what they built that they went blind to what they were actually selling.
It shows up inside a single company and set a single deal and sign a meeting last Tuesday.
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