The latest press coverage for Niraj Dawar’s book, Tilt: Shifting Your Strategy from Products to Customers.
TILT is named Best Marketing Book of the year in this stellar list of best business books for 2014 by Strategy + Business.
“These gems got less press than ones by Ben Horowitz and Eric Schmidt, but they can help grow your business…” – Verne Harnish.
It’s an honor to be on this end-of-year list with the likes of Peter Thiel and Eric Schmidt…
Tilt is an importantbook that explores the practical implications of the emergence of the Creative Economy and the fundamental shift in power in the marketplace from from seller to buyer….” Read more…
“These six titles serve to remind us why entrepreneurship is so important, what life is like in the trenches and, perhaps most useful of all, why entrepreneurs bother in the first place. Having published business books myself, I’m certain that most audiences will find these six titles to be illuminating and enjoyable read. Each fully achieves what it sets out to do.”
Jason Dunne – Berkeley Citation Publishing Services
Competitive brand battles can be drawn out affairs, outlasting the tenures of several management teams. They can also be very expensive, often requiring outlays in the hundreds of millions of dollars. In some cases, billions of dollars are involved. It’s not just Coke versus Pepsi. These battles occur in every industry and practically every product category. Visa versus Mastercard. Nike versus Adidas. Colgate versus Crest. Airbus versus Boeing. Caterpillar versus Komatsu. Dell versus Lenovo versus Acer versus HP. Viagra versus Levitra versus Cialis. The list goes on and on.
Brand battles consist of far more than just marketing tactics and consume significant managerial attention. They can define the dynamics of their respective industries for years (or even decades), pushing market segmentation and technological boundaries, driving product innovation, catalyzing mergers and instigating corporate growth and rationalization. Combatants need to arm themselves with a clear understanding of the battlefield and their own competitive objectives and strategy, as well as a thorough grasp of the most important competitive levers, and, for good measure, a gauge of the yardsticks by which success will be defined. But that’s not enough to win.
Most businesses today subscribe to creating value in the upstream. They continue to structure their operations around their products and solutions…
“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 BusinessWorld
“Not all of [a company's] activities contribute equally to the cost of the business. And not all those activities contribute equally to the value that the customer buys, sees, and pays for. And not all of those activities contribute equally to the competitive advantage of the company.” An interview with Niraj Dawar for Forbes India
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.