Preface xiii
Acknowledgments xix
Chapter 1 Who Moved My . . . Customer? 1
Key Question: How can we detect shifts in decision-making power before our competitors do?
Featured Case: The Simple Concept behind Dell's Success in the PC Market
Power Tool: Influencer Map
Chapter 2 The Fountain from Which Great Marketing Flows 15
Key Question: How can we turn data into insights?
Featured Case: How Holiday Inn Express Inspired
Price-Conscious Travelers to Pay More
Power Tool: The Benefits Ladder
Chapter 3 are You Making Lukewarm Tea? 37
Key Question: How do we capitalize on differences in customers' needs?
Featured Case: Quidel-How a Medical Diagnostics
Marketer Blew Up Its Average Product and Got a Positive Result
Power Tool: Needs-Based Segmentation
Chapter 4 What Business are You Really In? 57
Key Questions: What business are we in? Who are our direct and indirect competitors?
Featured Case: How Southwest Fooled Other Airlines into Thinking They Were the Competition
Power Tools: Market Tree and Competitor Analysis
Chapter 5 Who Do You Love? 73
Key Question: How do we align in determining which opportunities are most attractive to our organization?
Featured Case: How Enterprise Picked Up the Number 1 Market Share in Rental Cars
Power Tool: Segment Attractiveness
Chapter 6 What Were They Smoking? 93
Key Question: What are our strengths and weaknesses relative to customers' other options (competitors)-through the eyes of our customers?
Featured Case: How Using an Ability to Win Analysis Could Have Saved Volkswagen Millions
Power Tool: Ability to Win
Chapter 7 The Magnetic Effect of Focus 115
Key Question: How do we prioritize and focus on the most important markets and segments?
Featured Case: Apple Demonstrates How Aiming at a Tight Target Leads to Massive Profits
Power Tool: Strategic Position Analysis (SPA)-A.K.A. The Prioritizer
Chapter 8 Viva la Differentiation 131
Key Question: How can we change the game in our favor and maximize our potential in the market?
Featured Case: Three Differentiation Strategies, Including How Nike Convinced Us That Sneakers are a Fashion Item
Power Tools: Differential Advantage with Future State Ability to Win
Chapter 9 A Positioning Statement is a Terrible Thing to Waste 155
Key Question: What image or perception do we want to own in the customer's mind?
Featured Case: Understanding How the Mind Works to Powerfully Position Your Product
Power Tool: Positioning Statement
Chapter 10 Reinventing a Commodity 173
Key Question: How should we develop our offer to make our positioning come alive?
Featured Case: How Starbucks is Able to Fetch $2.75 for an 8-Ounce Latte
Power Tools: Value Proposition Idea Catcher and Perceived Value Analysis (PVA)
Closing Remarks 197
Resources 201
Index 211