Tilt

Shifting Your Strategy from Products to Customers

By: Niraj Dawar

Narrated by: Walter Dixon

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

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.”

good but horrible narration

good content but the narration speaks way too fast.need to slow down to really understand

one of the best books every leader should read

It talks about concepts in detail with lots of great examples. It's quiet dense but really informative. I bet if anyone is able to apply even 20% of the concepts in this book you can make massive gains for your company. Though, I do wish the concepts were represented in a chart and connected to each other. Big concepts have sub parts and there should have been one place that lists all the concepts in relation to others and provided a high level view of the book.

Excellent. A must read for anyone in business

This book breaks down the process of moving from a product focus to customer focused organization and the steps and benefits in doing so. Asks lots of great questions that you need to answer.

Must read for all businesses executives

Great information resource for marketing teams, and very useful tips for businesses to prioritize end user experience

Narrator ruins the experience.

The material may not be all that bad but the narrator sounds like a machine. Lacks any excitement or enthusiasm so it makes it dreadful to listen too!