Microfinance is probably the only remaining product-driven business in the world. All other industries have long since moved from producing something and then trying to sell it to a market-driven approach under which they identify and meet customers’ needs on a profitable basis. In the commercial world, companies that have simply marketed a product without reference to the customers requirements have soon closed. The market-driven approach recognises that there is more value in retaining customers than attracting new customers who cost more.

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