Simply better

The authors’ approach turns the core of marketing thinking on its head by arguing that success is achieved, not by unique differentiators as conventional wisdom dictates, but by delivering the generic category benefits better than competitors.

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...