Crown customers

Posted by on Mar 5, 2014 in Uncategorized | 0 comments

“The book is a must read for business heads as it will allow them to have a relook at their strategy” BusinessWorld book review. “Marketing hasn’t been delivering competitive advantage like it used to. Marketing’s strategic contribution has progressively diminished. The function has become increasingly tactical, moving the needle on share points, only to lose them within a quarter or two.” An interview with...

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The Customer-friendly brand

Posted by on Mar 5, 2014 in Uncategorized | 0 comments

Businesses rarely pay enough attention to the customers’ costs and risks because these aspects of a transaction tend to be invisible to the seller too: they occur either before or after the transaction, when the seller is not yet, or no longer, paying attention. Coverage of TILT in the Business Standard.  

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Book Reviews form the Financial Express

Posted by on Mar 5, 2014 in Uncategorized | 0 comments

Here is an interview and a book review from the Financial Express: “I wrote Tilt for three types of companies. Firstly, for the companies that are obsessed by their products. If one were to look at the technology or the pharmaceutical companies, one would observe that they tend to be obsessed by what they produce. These companies need to think much more broadly not just about their products but also their customers. The second type of...

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