In this Thinkers50 Podcast, Niraj Dawar talks about his book Tilt: Shifting Your Strategy from Products to Customers.
Since the Industrial Revolution, we’ve been focused on building better products and bigger factories. However, that is changing due to three shifts:
1. Costs have moved from products to customer acquisition, satisfaction, and retention.
2. The value that customers pay for is due to the brand.
3. Sources of competitive advantage now reside outside the firm.