Description
Book SynopsisStrong customer-focused companies have a clear, relevant promise which they obsessively deliver day-in, day-out. At the same time, they relentlessly drive the market by evolving the offer in the face of market developments and opportunities. Because they meet customer needs better than the competition, again and again, they are able to generate sustainable, profitable, market-leading organic growth. The problem the book addresses is how to achieve this. The authors identify five key steps using their framework for success:
- Offer a clear, relevant customer promise
- Build customer trust by reliably delivering that promise
-
Continuously improve the promise, while still reliably delivering it
- Drive the market by innovating beyond the familiar
- Support all this with an open organization that promotes frank discussion based on clear facts and market feedback.
Trade Review'Beyond the Familiar lives up to its promise, rewards readers' trust and re-inforces Simply Better's straightforward lessons' (FT, March 2011). '...very much a practical guide...sets out methods of achieving the Holy Grail of consistent growth.' (Business Life, May 2011). ' Beyond the Familiar is a prescription for cautious, step-by-step change, not blue sky thinking.' (Marketingweek.co.uk, May 2011). 'This is a very short, very good book on how to grow a business, which every CEO or aspiring CEO should read' Robin Fairlie of the Institute of Direct and Digital Marketing
Table of ContentsPREFACE vi
ACKNOWLEDGEMENTS ix
Chapter 1 What Every CEO Wants 1
Chapter 2 Your Promise to the Customer 19
Chapter 3 Delivering Today’s Promise Better and Better Every Day 39
Chapter 4 Driving the Market by Relentlessly Improving the Promise 67
Chapter 5 Innovating Beyond the Familiar 93
Chapter 6 Opening Up: What Leaders Must Do 119
POSTSCRIPT 145
END NOTES 151
INDEX 167
ABOUT THE AUTHORS 174
