Charlie Dawson

Seán Meehan

Some companies are great for customers – not only do they care but they change whole markets to work better for the customers they serve. Think of Amazon, easyJet and Sky. They make things easier and improve what really matters – obvious, surely? They have also enjoyed huge business success, growing and making plenty of money. The Customer Copernicus answers the question that follows – if it’s obvious and attractive why is it so rare? And then it answers a second question, because Tesco, O2 and Wells Fargo were like this once. Why, having mastered it, would you ever stop? Because all three did, and two ended up in court. The Customer Copernicus explains how to become and how to stay customer-led. Essential reading for leaders and teams who want their organisations to stay competitive by developing a more purposeful and innovative culture.

How to be Customer-Led

The Customer Copernicus

Allison Macsas

The Rogue Expeditions Story

Venture

Patrick Barwise

T. P. Barwise

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.

Winning and Keeping Customers by Delivering what Matters Most

Simply Better

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.

How to be Customer Led

Seán Meehan

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