Shift your strategy downstream.

Why do your customers obtain you instead of from your competition? If you think the answer is normally your superior products, think again.

Products are essential, of course. For decades, businesses sought competitive benefit almost exclusively in activities related to brand-new item creation. They gained by building bigger factories, by acquiring cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory-and by inventing exciting about Tilt: Moving Your Strategy from Products to Customers services that competitors cannot replicate.

But these resources of competitive advantage are being irreversibly leveled by globalization and technology. Today, competition can rapidly decipher and deploy the recipe for your product’s secret sauce and utilize it against you. “Upstream,” product-related advantages are rapidly eroding.

This does not imply that competitive advantage is a thing of days gone by. Rather, its center offers shifted. As advertising professor Niraj Dawar compellingly argues, benefit is now discovered “downstream,” where businesses interact with customers in the marketplace.

Tilt will help you understanding the global nature of this downstream shift and its own profound implications for your technique and your organization. With vivid illustrations from around the world, ranging across industries and areas, Dawar shows how companies are reorienting their strategies around client interactions to make and capture unique value. And he demonstrates how, unlike product-related advantage, this value is certainly cumulative, constantly building as time passes.

In an increasingly customer-centered world marketplace, allow Tilt provide as your guide to shifting your strategy downstream-and achieving long lasting competitive advantage.