When I was a kid, JC Penney was my mom’s favorite store, so I’ve been watching with interest the retail giant’s attempt to rebrand itself. So far, it’s been a bust. And when the marketplace speaks, those who want to survive are forced to listen or die. Now JC Penney executives are forced to find out what its target customer really wants, rather than imposing something the customer doesn’t want. In the private sector, the company must listen or close its doors. In government, however, the tendency of those in charge is to simply tell the customer they don’t know what’s best for them. Here’s hoping government officials watch how JC Penney responds.