Beyond the Familiar

Patrick Barwise is emeritus professor of management and marketing at London Business School and chairman of Which?, the UK's leading consumer organization. He joined LBS in 1976 after an early career at IBM and has published widely on management, marketing, media, and research methods. He is an experienced conference speaker and expert witness, having worked on commercial, tax, and competition cases in Brussels, Frankfurt, London, Paris and Washington. He has also has been involved in two successful start-up businesses: the online field research company Research Now (acquired by e-Rewards in 2009) and the online brand community specialist Verve. Seán Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD in Lausanne, Switzerland. Since joining IMD in 1997, he has directed both its MBA program and its Orchestrating Winning Performance open executive program, but his main focus has been on designing and delivering customized offerings for leading global companies such as Air France-KLM, Caterpillar, Hilti, Mastercard, Sandvik, Telefonica, and Toyota. His research is about understanding and addressing the challenges of becoming customer-focused. His early career was in client service and marketing roles at Arthur Andersen and Deloitte.The authors' previous book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most, won the American Marketing Association's 2005 Berry-AMA Book Prize and has been translated into seven other languages. Their research has also been published in the Harvard Business Review, MIT Sloan Management Review, and other leading management journals.

• Preface viAcknowledgements ixChapter 1 What Every CEO Wants 1Chapter 2 Your Promise to the Customer 19Chapter 3 Delivering Today’s Promise Better and Better Every Day 39Chapter 4 Driving the Market by Relentlessly Improving the Promise 67Chapter 5 Innovating Beyond the Familiar 93Chapter 6 Opening Up: What Leaders Must Do 119Postscript 145End Notes 151Index 167About the Authors 174

"Beyond the Familiar lives up to its promise, rewards readers' trust and reinforces Simply Better's straightforward lessons." (FT, March 2011)"... very much a practical guide ... sets out methods of achieving the Holy Grail of consistent growth." (Business Life, May 2011)"Beyond the Familiar is a prescription for cautious, step-by-step change, not blue sky thinking." (Marketingweek.co.uk, May 2011)"This is a very short, very good book on how to grow a business, which every CEO or aspiring CEO should read." (Robin Fairlie of the Institute of Direct and Digital Marketing)