Tilt: Shifting Your Strategy from Products to Customers Audiobook (Free)

Change your strategy downstream.

Why do your customers buy from you instead of from your competition? If you think the answer is your superior items, think again.

Products are important, of course. For many years, businesses sought competitive advantage almost solely in activities related to fresh product creation. They won by building larger factories, by finding cheaper recycleables or labor, or by discovering more efficient methods to move and shop inventory-and by inventing thrilling about Tilt: Shifting Your Strategy from Products to Customers services that competitors could not replicate.

But these sources of competitive advantage are being irreversibly leveled by globalization and technology. Today, competitors can quickly decipher and deploy the recipe for your product’s key sauce and utilize it against you. “Upstream,” product-related advantages are quickly eroding.

This will not imply that competitive advantage is a thing of the past. Rather, its middle offers shifted. As advertising professor Niraj Dawar compellingly argues, benefit is now found “downstream,” where businesses interact with clients in the marketplace.

Tilt can help you grasp the global character of this downstream shift and its profound implications for your strategy and your business. With vivid good examples from around the world, varying across industries and sectors, Dawar shows how businesses are reorienting their strategies around customer interactions to create and capture unique worth. And he demonstrates how, unlike product-related advantage, this value is normally cumulative, continually building as time passes.

Within an increasingly customer-centered world marketplace, allow Tilt provide as your help to moving your strategy downstream-and achieving long lasting competitive advantage.