Simply Better
Delivering what matters most
Patrick Barwise London Business SchoolSen Meehan IMD
In today's competitive markets, conventional wisdom says that: the customer is king; to compete successfully, you must offer something unique, but doing so is increasingly more difficult as physical products and services grow increasingly similar. The only solution is to differentiate through unique features, branding and emotional values or to think outside the box and change the rules of your industry.
There is some truth in each of these statements but they have been overstated. As a...