11 Jul Nike Just Does It – Keeping An Eye On The Customer
“Everything we do starts with the consumer,” Nike NKE +0.63% CEO Mark Parker told investors during an earnings call in 2015. “It’s our obsession with serving the consumer that sharpens our focus and drives our growth.”
During a recent conversation with outgoing President Direct-to-Consumer at Nike Christiana Shi, it became clear that this sentiment permeates the entire organization. To wit, when I asked her about Nike’s product development process and the role the customer plays in their decision making, Shi stated, “The art and science of choice is to find out what the customer values.”