By Patrick Barwise

Robust customer-focused businesses have a transparent, appropriate promise which they obsessively convey day-in, day-out. while, they relentlessly force the marketplace by way of evolving the provide within the face of marketplace advancements and possibilities. simply because they meet client wishes larger than the contest, time and again, they may be able to generate sustainable, ecocnomic, market-leading natural progress. the matter the booklet addresses is the way to accomplish that. The authors establish 5 key steps utilizing their framework for fulfillment:

  • Offer a transparent, appropriate customer promise
  • Build customer trust via reliably offering that promise
  • Continuously improve the promise, whereas nonetheless reliably providing it
  • Drive the marketplace by way of innovating past the familiar
  • Support all this with an open organization that promotes frank dialogue in line with transparent evidence and marketplace feedback.

Above all of the e-book runs counter to the modern declare that the starting-point for enterprise luck can be to discover a 'blue-sky', 'out-of-the-box' leap forward innovation. Barwise and Meehan use many compelling situations to demonstrate how managers can locate methods inside of their latest community and association to accomplish long-term growth.

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Beyond the familiar : long-term growth through customer focus and innovation

Powerful customer-focused businesses have a transparent, suitable promise which they obsessively convey day-in, day-out. while, they relentlessly force the industry by means of evolving the provide within the face of industry advancements and possibilities. simply because they meet client wishes higher than the contest, time and again, they may be able to generate sustainable, ecocnomic, market-leading natural progress.

Extra resources for Beyond the familiar : long-term growth through customer focus and innovation

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In contrast, a strong, trusted, wellmanaged brand can have an indefinite life. Secondly, in line with our clear distinction between brand (in the sense of brand equity) and branding (name, logo, advertising, etc), we note that, although the brand promise doesn’t need to be strongly differentiated, branding and brand communications do need to stand out from the crowd in order to be noticed. 46 Given this, we cannot underline enough the critical role of building trust – the T in ART. Trust comes from keeping your promises – not from saying ‘trust me’ – as we discuss in the next chapter.

By the time Chris Havemann and Andrew Cooper then redefined the business as Research Now, they already had a base awareness on which to build, although the switch of core target market to mid-sized market research firms meant that there was plenty still to do. In Chris’s words, ‘Our first motivation has always been survival, so the top priority is always to satisfy our existing clients. The way we’ve grown our client base has been simple, mostly 30 BEYOND THE FAMILIAR through direct sales, trade shows, and word of mouth, including within the larger research agencies’.

Many people in business-tobusiness (B2B) or service markets still think that brands are relevant only in consumer product markets, although they would all agree that a company’s reputation and credibility in the market are crucial, which is just a looser way of describing the brand. In fact, there’s a close chicken-and-egg relationship between brand and long-term organic profit growth, as we’ll explain, but you’d never guess this from most of the literature: few books on the issues discussed in Beyond The Familiar (execution, customerfocused innovation, organizational values, organic growth) even mention brands, while conversely, few books on brands say much about these other issues.

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