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Simply Better: Winning and Keeping Customers by Delivering
What Matters Most
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business account Hardcover: 208 pages Publisher: Harvard Business Review Press; 1 edition (July 2004)
Language: English ISBN-10: 9780875843988 ISBN-13: 978-0875843988 ASIN: 0875843980 Product
Dimensions: 6.2 x 1 x 9.5 inches
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Book Description
Most executives believe that winning and keeping customers requires offering something unique.
But as physical products are seen as increasingly hard to differentiate, companies resort to
branding, gimmicks, and “thinking outside the box.” Meanwhile, customers are less satisfied than
they were a decade ago. Patrick Barwise and Seán Meehan argue that most companies have taken
differentiation so far that they’ve left their customers behind. Customers don’t want bells and
whistles and don’t care about trivial differences between brands. What they really want are
quality products, reliable services, and fair value for money. Yet most companies consistently fail
to meet these basic customer needs. Simply Better is a no-nonsense, back-to-basics manifesto for
today’s businesses. Barwise and Meehan argue that successful differentiation lies not in unique
selling propositions, but in generic category benefits, such as good service, on-time delivery, and
quality products, that any company can provide. The key is to deliver these consistently better
than competitors. Illustrating this customer-focused differentiation through vivid examples of
companies, including Toyota, P&G, Hilti, Tesco, and Ryanair, Simply Better outlines an
actionable framework managers can use to: • Understand what customers really value and why
they buy the brands they do • Discover basic, unmet needs ripe for reliable solutions • Channel
customer dissatisfaction into performance improvements • Balance in-the-box thinking in strategy
and innovation with out-of-the-box thinking in advertising and communications • Create a
learning culture that continuously responds to changing customer needs While being unique might
be exciting and appealing, it doesn’t drive business success. Simply Better shows how meeting
and exceeding the most ordinary of customer expectations can lead to extraordinary—and
lasting—rewards.

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