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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Patrick Barwise and Sean Meehan's book: "Simply Better: Winning and Keeping Customers by Delivering What Matters Most".
This complete summary of the ideas from Patrick Barwise and Sean Meehan's book "Simply Better" highlights how the benefits of differentiation have been overstated. Instead of wanting something unique or even a cutting edge product, most customers simply want a quality product at a fair price which does what it promises consistently well. In their book, the authors encourage you not to obsess over trivial points of difference, gimmicks, branding or outside-the-box thinking and instead do the basics well. This summary offers six rules that you can follow to ensure that you perfect the basics and exceed your customers' expectations to deliver long-term success.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "Simply Better" and discover the key to delivering excellence by perfecting the basics.
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Seitenzahl: 36
Veröffentlichungsjahr: 2014
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Book Presentation: Simply Betterby Patrick Barwise and Sean Meehan
Book Abstract
About the Author
Important Note About This Ebook
Summary of Simply Better(Patrick Barwise and Sean Meehan)
Book Presentation: Simply Betterby Patrick Barwise and Sean Meehan
Book Abstract
MAIN IDEA
The benefits of differentiation have been overstated. Instead of wanting something unique or even a cutting edge product, most customers simply want a quality product at a fair price which does what it promises consistently well. Therefore, to prosper, don’t obsess over trivial points of difference, gimmicks, branding or outside-the-box thinking. Instead, do the basics well. Get close to your customers, understand what matters most to them and then deliver that better than your competition.
In the real world, successful differentiation isn’t about unique selling propositions or “bells and whistles”. A good product will always stand out on the strength of attentive service, on-time delivery and consistently good levels of quality. Do the basics well. Attempting to be unique might be fun and even exciting, but it won’t automatically lead to business success. Only consistently exceeding the customer’s expectations will deliver long-term success.
To achieve this in practice, there are six rules to keep in mind:
About the Author
PATRICK BARWISE is professor of management and marketing at London Business School. He is the author of six books including Accounting For Brands, Strategic Decisions and Predictions: Media. Dr. Barwise (a graduate of Oxford University and London Business School) specializes in strategic investment decisions and consumer behavior.
SEAN MEEHAN is professor of marketing and change management at Switzerland’s International Institute for Management Development. He has previously worked at Arthur Andersen and Deloitte & Touche. Dr. Meehan (a graduate of Trinity College, the University of Manchester and London Business School) has designed a number of management development programs currently in use by many of the world’s largest corporations.
The Web site for this book is atwww.simply-better.biz.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Simply Better(Patrick Barwise and Sean Meehan)
1. Obsess over the category benefits, not your own individual brand benefits
Customers really don’t buy a brand because it offers features others don’t. Instead, customers make a category purchase of whichever product fills their needs and offers the best combination of benefits. With this in mind, you should spend less time worrying about brand differentiation and more time unearthing the customer’s category needs. Then focus on meeting those category needs better than anyone else.
When customers want to buy anything, their purchase is usually motivated by a simple need. They need gasoline for their car, or they need a bag of cement to use around their house. They meet that need first and foremost by deciding to make a category purchase. This decision is then supplemented by a second decision to purchase whichever brand from within that category which offers the best overall combination of category benefits -and not necessarily the cheapest, the absolute best, the first they see or the first that comes to mind.
In effect, this is the opposite of the usual marketing rhetoric. Marketers obsess over differentiation and a unique selling proposition or USP. The Holy Grail of marketing is to have strong unique benefits and consumer awareness of that uniqueness. Category benefits are never unique, but must be offered by every business which aspires to compete in the marketplace. For example, all automakers must offer safe, reliable on-demand transportation.
Instead of obsessing over generating more unique brand benefits, it’s better to concentrate the energies of your organization on finding more ways to deliver the category benefits more consistently and more reliably. Customers value that certainty higher than they value uniqueness. This is how consumers develop purchase habits that stay with them for a lifetime.
