Seán Meehan Livres

In this radically conservative book, the authors advocate a back-to-basics approach to marketing that replaces the relentless quest for differentiation with a relentless focus on these types of basic customer needs The authors’ research shows that most companies have been ignoring the basics for too long. At the heart of the authors’ approach is a view of why customers buy what they do. Barwise and Meehan argue that marketers must understand what customers want from the entire product or service category. So rather than focus on new luxury attributes for a specific car —marketers need to understand what basic needs customers have for automobiles in general (ie: safety, handling, etc). Once they figure that out—they need to deliver on those basic needs better than everyone else.

The narrative follows two accidental entrepreneurs on a global adventure, using running as a means to connect with diverse cultures. Their journey takes them through lesser-known roads and trails, emphasizing themes of exploration, resilience, and the joy of embracing challenges. With a blend of grit and humor, they navigate unexpected obstacles, showcasing the transformative power of travel and the universal bond of running.

Based on in-depth interviews and stories from leaders of some of the leading organisations in the world, including easyJet, DBS, Handelsbanken, O2, and Sky, this book describes not only how organisations can become more customer-led (which is where most books stop), but how to address the trickiest growth challenges.

Strong 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 itDrive the market by "innovating" beyond the familiarSupport all this with an "open organization" that promotes frank discussion based on clear facts and market feedback.Above all the book runs counter to the fashionable claim that the starting-point for business success should be to find a 'blue-sky', 'out-of-the-box' breakthrough innovation. Barwise and Meehan use many compelling cases to illustrate how managers can find ways within their existing network and organization to achieve long term growth.