The list is definitely a catalyst for discussion and, moreover, it may be seen as a business sanity checklist. We all occasionally lose sight of the basics and need a quick 'ctrl alt del' to reset things. In particular, the Number 10 entry - The Grey Pound - struck a real chord with me. As a bathroom design and install business targeting the over 55 consumer, my biggest frustration is the lack of empathy, foresight and business sense of the majority of manufacturers. 

Manufacturers whine endlessly about how they need additional sales. Every one of them preaches how important to them the 'over 55 consumer' is. The reality however is that they all continue to cater almost exclusively for those under 55!  

In my opinion it's a classic example of 'say what's politically correct but do the opposite'. Unfair do you think? Let me give you an example... FACT: The Western World is increasing in size - both height and weight. FACT: Older people, as legs become weaker, need WC pans that are higher than the current standard.  

So, one might hope, that this commonality - coupled with manufacturers much heralded 'commitment' to the market segment - would naturally lead to an overall increase in the basic floor to seat height of a pan. Wrong. That critical dimension has gone the other way - it's now less! Why? 

The conspiracy theorists wade in with how it's a Chinese plot to rule the world - it is after all where most kit is now made and average heights are lower. My opinion however is that it's a little simpler and much closer to home.  

Accountants now almost exclusively run companies. Their 'ideas' of how to meet market needs are diametrically opposed to those who really know - but the accountants win. In the ceaseless race to shave a few grams off a pan and to use cheap steel when stainless is needed in order to make shareholder returns look good short term (the great western disease), they completely ignore the needs of those who are rapidly becoming the principal market sector.  

The kbbreview Top Ten is spot on. These consumers, despite all, do have money to spend. They appreciate good service and real product knowledge coupled with sympathetic, but forward thinking, installation.  

Short-sightedness will cost companies dear when finally someone has the courage and foresight to introduce a well-designed bathroom range for older folk. By that I mean a range that compromises neither form nor design in order to ensure full functionality, with pans high enough NOT to have to fit ugly plinths to raise a seat to a comfortable and dignified height and flushes that can be worked with little pressure to cope with painful arthritic hands.  

I would implore chairmen and CEOs to explain to their accountants in very simple language that shaving a few pence off a product does not ensure their future. To see your business grow and prosper means you have to understand what your customers want and lead the way in delivering it to them. Embracing the needs of ones target market early means one can premium price too! 

At least that last bit should please the accountants.