# Marketing Myopia

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- The business is defining itself by current product or channel.

## Mechanism

Reframe around customer need and substitutes.

## Applied marketing use

Re-open category, product, and competitive assumptions before planning growth.

## Failure modes

- Defining the market so broadly that strategy loses specificity.

## Counterweights

- `five-forces`

## Sources

- `source:levitt-marketing-myopia`