references/theories/customer-creation.md

# Customer Creation

## Theory

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

## Use when

- Internal activity is mistaken for market results.

## Mechanism

Value is realized outside the firm through customers.

## Applied marketing use

Tie marketing work to customer creation and retained value.

## Failure modes

- Ignoring non-customer stakeholders and capacity constraints.

## Counterweights

- `marketing-management`

## Sources

- `source:drucker-practice-management`