Table of Contents
Preface xi
Introduction: Disruption Myth 1
New Strategies for Disruption 3
Focus 7
1 Customers Drive Disruption 8
Focus on Customer Needs, Not What's Articulated 10
Recognize That Customer Needs Vary by Country and Geography 12
Generational Changes Will Drive Future Disruptions 15
How Generational Changes Affect Businesses 19
Realizing That Technology and Innovation Do Not Disrupt Companies 20
Disconnect between Customer Needs and Technology Development 20
Walmart Versus Amazon 22
2 Customer-Focused Strategies Needed to Avoid Disruption 24
Why Companies Don't Focus on Customers 28
Failure of Current Business Strategies 30
New Customer-Focused Strategies Are Needed to Avoid Disruption 37
Successful Turnarounds 40
3 Customer-Focus Strategy 1: Win with Current Customers Before Chasing after New Ones 42
Getting Current Customers to Spend More 45
Increasing Service Levels without Ruining Yourself 49
Increasing Revenue Profitably 51
Getting Existing Customers to Spend More 59
4 Customer-Focus Strategy 2: Personalization is not a Luxury 60
The Personalization Revolution 62
Personalization Then and Now 67
How to Deliver Affordable Personalization 70
Making Affordable Personalization a Reality 77
5 Customer-Focus Strategy 3: Customers Won't Wait 80
Introduce New Products or Services Quickly 84
After Launch, Plan for Quick Scaling to Keep Up with Demand 86
Create the Right Service Model 88
How to Respond Faster to Changing Customer Needs 90
Responding Faster to Customer Needs 98
6 Customer-Focus Strategy 4: Good Enough is no Longer Good Enough 100
Step 1 : Focus on Quality Now 102
Step 2: Set Standards That Customers Can't Resist 108
Step 3: Optimize Manufacturing for Quality, Not Output 111
Step 4: Don't Be Afraid to Challenge Industry Norms 113
Step 5: Think Supply Chain 114
Winning with Quality 116
7 Customer-Focus Strategy 5: Disregard Strategies 1 Through 4 118
Understanding Future Customer Needs and Developing Strategies for Them 120
Empowering Teams 130
Paying Attention to Detail 133
Business Reinvention 137
Conclusion: Choosing and Implementing the Strategies 139
Selecting the Right Customer-Focused Strategies 142
Changing Organization Perspective 149
Societal Implications 153
Appendix: Disruption Assessment 156
Notes 163
Acknowledgments 168
Index 169
About the Author 176
