This document discusses the concept of "marketing myopia", which is when companies focus too narrowly on selling products instead of understanding customer needs. It outlines three key ideas: 1) there is no such thing as a growth industry, industries rise and fall, 2) a company's product is not its business, the business is fulfilling customer needs, 3) companies should focus on customer needs rather than their own capabilities. It also discusses four common myths that lead to marketing myopia and recommends curing it by thinking broadly about the customer-oriented business a company is really in.