Dawar deftly explains why competitive advantage is being seized by companies that understand how profoundly customer relationships have changed in a networked economy, and how your company can achieve similar success.

Don Tapscott, Author of several seminal books, including Wikinomics: How Mass Collaboration Changes Everything

The democratization of technology, flattening of the earth, and emergent market disruptors are fundamentally changing how we should think about competitive strategy. Niraj Dawar makes a powerful argument for tilting company resources from upstream to downstream value creation in order to capture and retain customers. A must read.

Rohit Deshpande, Sebastian S. Kresge Professor of Marketing, Harvard Business School

Tilt challenges us to place customers at the heart of strategy.  With product cycles shortening and product costs shrinking, a deeper understanding of how strategy can be made more powerful is brought to life. A must read.

Arkadi Kuhlmann, CEO, ZenBanx Inc.

This book will shake any tech startup founder’s product obsession. It provides a fresh new way of looking at market dynamics, customers, and competition. Tilt is essential reading for entrepreneurs and executives building successful businesses, not just better products.

Vivek Mehra, Partner, August Capital

In this highly readable and important book, Niraj Dawar offers marketing managers a roadmap for obtaining a sustainable competitive advantage.  By “tilting” towards their customers and interactions with them, marketers will move from product-centric to customer-centric thinking and increase their success in today’s highly competitive marketplace.”

Russ Winer, William H. Joyce Professor of Marketing Chair, Stern School of Business, New York University

Tilt really got me to think in a different way given the changes in the consumer goods industry and puts a new focus on understanding and leveraging any organization’s customers and consumers – an essential read for all C-level managers.

Chris Barrow, Chief Strategy Officer, Heineken N. V.