A while ago, one of my advisors challenged me to read an old business book, The Discipline of Market Leaders, by Treacy and Wiersma. It was first published in 1995, and I didn’t think it had much relevance to today’s fast-changing world of marketing strategy. So it wasn’t until recently, when I was stuck on a 10 ½ hour flight, that I opened the book. The book detailed three dimensions of competitive strategy: value leadership, product leadership and customer intimacy. And it was in the latter section that I was astounded by something written 15 years ago and what I perceived as a foreshadowing of today’s enthusiasm for customer engagement.
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