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Tilt

Shifting Your Strategy from Products to Customers

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Tilt

By: Niraj Dawar
Narrated by: Walter Dixon
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About this listen

Shift your strategy downstream. Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again. Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory - and by inventing exciting new products that competitors could not replicate. But these sources of competitive advantage are being irreversibly leveled by globalization and technology. Today, competitors can rapidly decipher and deploy the recipe for your product’s secret sauce and use it against you. "Upstream", product-related advantages are rapidly eroding.

This does not mean that competitive advantage is a thing of the past. Rather, its center has shifted. As marketing professor Niraj Dawar compellingly argues, advantage is now found "downstream", where companies interact with customers in the marketplace. Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization.

©2013 Niraj Dawar (P)2014 Gildan Media LLC Forecasting & Strategic Planning Management Marketing Business Product Strategy

Critic Reviews

Don Tapscott, best-selling author or coauthor of fifteen books, most recently Macrowikinomics—“Dawar deftly explains why competitive advantage is being seized by companies that understand how profoundly customer relationships have changed in a networked economy, and how your company can achieve similar success.”

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Profile Image for Russell

poorly narrated, long winded

started off good but then became quite long winded. the performance was shocking amd felt like i was listening in fast forward. if the narrator was better the book may have been worth it.

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