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Optimizing Growth: Predictive and Profitable Strategies to Understand Demand and Outsmart Your Competitors
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From the Inside Flap
No matter what business you're in, or the size of your organization—whether you head a sprawling multinational telecom, a mid-size clothing manufacturer, or a one-person financial planning service—sustainable growth is key to your business success. But in a time of unstable macroeconomic conditions, massive demographic shifts, ever-changing consumer demand, and disruptive new technologies, organic revenue growth is harder to achieve than ever before. In such a world, traditional growth models fall woefully short of the mark. Clearly, new growth strategies tailored to today's global, customer-centric markets are called for. Such models should drive actionable insights into consumer demand. They should provide rigorous systems, informed by the latest "Big Data" capabilities, for gleaning deep insights into customers, beyond simply who they are and what they buy. They should reveal what consumers really think about your products and/or services, as well as their perceptions of your brand versus your competitors'. They should also help you divine the most promising emerging opportunities. And, critically, they should arm you with sophisticated, time-tested techniques for translating those insights into strategies for identifying the most attractive customer segments and winning with them by creating compelling messages that reach customers via their preferred media channels, tailoring offers to those customers' specific demands and expectations, and intercepting them when and where they purchase. While that may seem like an impossibly high mark to shoot for, the fact is, such a model already exists; and wherever it has been implemented, at business organizations around the world, the results have been nothing less than spectacular. Learn all about it in Optimizing Growth. A handbook for surviving and thriving in the age of Big Data, Optimizing Growth arms you with approaches, analytics, frameworks, and organizational capabilities guaranteed to spark dramatic, sustained growth and provide your company with an unbeatable competitive advantage. Just as important, it helps you to overcome any hidebound biases and presumptions you may have about growth planning and to develop the new mindset required to leverage these tools for sustainable growth. Achieving sustainable growth was never a simple proposition. But in our social-media driven, hypercompetitive global marketplace it is becoming more difficult to attain by an order of magnitude with each passing year. Offering a proven system for giving your organization greater competitive advantage, Optimizing Growth provides you with deep insights into what's really happening out there, and a clear framework for forging ahead.
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From the Back Cover
PRAISE FOR OPTIMIZING GROWTH "As disruption becomes the norm across industries, this book shows how any business can grow by developing a new strategy that brings actionable customer insights and big data capabilities together. This important book charts a new course for realizing growth as traditional barriers to entry erode and the existing playbook has less impact going forward." —JAMES M. KILTS, former chairman and CEO, The Gillette Company "Today's consumer has more information, more choices and more power than ever before, which means that having highly precise insights is no longer a nice-to-have, but a necessity. In this book you'll get actionable tools for developing these insights to improve your marketing and business results." —GARY BRIGGS, CMO, Facebook "By connecting precise insights into customer demand to powerful big data capabilities, the authors provide a playbook for winning in our digital world." —DAVID L. CALHOUN, senior managing director, head of Private Equity Operations, Blackstone "What this book makes clear is that truly customer-centered, demand-based insights are the organizing framework for unlocking the power of big data to accelerate profitable growth." —WILLIAM HOFFMAN, Chief Analytics Officer and Head of CRM, U.S. Bank
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Product details
Hardcover: 240 pages
Publisher: Wiley; 1 edition (May 8, 2018)
Language: English
ISBN-10: 1119462223
ISBN-13: 978-1119462224
Product Dimensions:
6.2 x 1.2 x 9.3 inches
Shipping Weight: 15 ounces (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
3 customer reviews
Amazon Best Sellers Rank:
#830,793 in Books (See Top 100 in Books)
I found this book not only interesting and actionable, but also sure-fire proof that the discipline of Marketing requires strong right-brain AND left-brain skills. Successful innovation is not only driven by the "Big Idea," but also must be driven by the "Big Data" to back it up. Pursuing creative, new product ideas without relevant data and precise insights to identify and frame opportunities will be wasted endeavors. And no one has time for that. The format of this book is nicely streamlined and elegantly organized, making it accessible and actionable by everyone on my Marketing team, no matter their tenure, title or area of expertise. I have no doubt my cross-functional team is now making better business decisions as a result of our many discussions revolving around the astute growth strategies delivered in this book.
This book is a must read for anyone looking for strategic insights to compete in today's increasingly complex landscape of CPG & Retail. I found myself reading and re-reading certain segments to truly digest all the content.For any professional, this book combines an actionable framework for understanding and building customer segments to generate demand with real world, in-depth examples of top Fortune 500 companies who have adopted the very practices outlined. It’s a veritable How To for strategic business leaders looking to optimize growth.By combining these examples with valuable and actionable insight, I think any professional can quickly apply these practices to their own business.
I read this book to help with the transition from a consulting function to a CPG role focused on growth. Optimizing Growth provides a great, practical blueprint for thinking about customer segmentation, demand patterns and product / category growth. Particularly helpful were the detailed case examples and the questions at the end of chapters that can be directly applied to the products and customers I am tasked with understanding. I would recommend the book to anyone needing a practical tools to develop precise customer insights and leveraging those insights to make growth-oriented decisions
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