Niraj Dawar’s Big Idea

Niraj Dawar, author of Tilt: Shifting Your Strategy from Products to Customers, discusses his Thinkers50 big idea.

His big idea is that 3 industrial shifts are occurring. The first shift is that costs have moved from the upstream to the downstream. The second shift is the value that customers pay is decreasingly because of the product, and increasingly because of the brand. The third shift is in competitive advantage. Previously, competitive advantage used to be in product quality, and now it's in brand names and customer loyalty.
Watch Niraj Dawar explain his big idea below:

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