PRAISE FOR OPTIMIZING GROWTH
"As disruption becomes the norm across industries, this book shows how any business can grow by developing a new strategy that brings actionable customer insights and big data capabilities together. This important book charts a new course for realizing growth as traditional barriers to entry erode and the existing playbook has less impact going forward."
JAMES M. KILTS, former chairman and CEO, The Gillette Company
"Today′s consumer has more information, more choices and more power than ever before, which means that having highly precise insights is no longer a nice–to–have, but a necessity. In this book you′ll get actionable tools for developing these insights to improve your marketing and business results."
GARY BRIGGS, CMO, Facebook
"By connecting precise insights into customer demand to powerful big data capabilities, the authors provide a playbook for winning in our digital world."
DAVID L. CALHOUN, senior managing director, head of Private Equity Operations, Blackstone
"What this book makes clear is that truly customer–centered, demand–based insights are the organizing framework for unlocking the power of big data to accelerate profitable growth."
WILLIAM HOFFMAN, Chief Analytics Officer and Head of CRM, U.S. Bank
About the Authors xiii
SECTION I Why Greater Precision 1
CHAPTER 1 The Growth Challenge 3
CHAPTER 2 Building a Demand–Based Business System 29
CHAPTER 3 A New Business Model 45
SECTION II The Precision to Optimize Your Current Business 67
CHAPTER 4 Building a Demand EarlyWarning System 69
CHAPTER 5 Enhanced Demand Landscape 85
CHAPTER 6 Precisely Locating Demand 111
CHAPTER 7 Brand Economics: Unlock the Power of Your Brand 131
CHAPTER 8 Pricing with Precision 149
SECTION III Moving to a Demand–Driven Business System: The Big Data Advantage 165
CHAPTER 9 Innovation ThatWorks 167
CHAPTER 10 Demand–Based Cost Reduction 187
CHAPTER 11 Winning in a Digital World 201