You might be asking yourself right now, what in the world is myopia let alone marketing myopia. The term originated at Harvard Business School by Theodore Levitt who was a professor there in the 1960’s. The term, coined by Levitt, is defined as a short-sighted and inward approach to marketing that has little imagination, foresight, intellectual insight while focusing on the needs of the business rather than on the needs of the customer. There are a few key reasons why this happens within a business.