Being simply better approach

Patrick Barwise and Sean Meehan

Customers are not only concerned with being offered something unique, but being reliably delivered generic category benefits.

Being simply better approach

Patrick Barwise & Sean Meehan

What customers care about most is not that companies offer something unique, but that they reliably deliver generic category benefits. Getting closer to customers presents a big opportunity to beat the competition. To do this a company must understand what matters most to consumers and provide this simply better than the competition.

This generic approach depicts what the customer wants, knows and expects, and how he or she chooses. The key element of the Being Simply Better Approach is the superior product or service itself. This determines the extent...

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