A persuasive case that winning in todays market requires an understanding that supply driven business models of the past will not keep pace with fundamental changes in our global economy and its digitally enabled consumer.
— Jack Welch
Dave Calhoun, the CEO of Nielsen, and I have written a book, How Companies Win. Its being released Oct. 12, 2010, by Harper Collins.
How Companies Win is a book about opportunity. We want to ring the bell of change and to remind our readers that opportunity is the constant companion of change.
It is the recognition of change and the use of new strategies, processes and tools which have enabled companies like Best Buy, McDonalds, Hershey, and Anheuser-Busch to achieve record breaking performance despite the challenging economy.
These companies not only recognized change, theyve used it as an opportunity to redefine how to gain competitive advantage and win. The CEOs and CMOs will tell you how they did it in the book.
How Companies Win is written in three sections.
- Shift: We describe systemic changes in the economy which are redefining the way companies compete. In our discussion of Social Media, youll see that whats really changing is the way Demand is formed and satisfied. The implications go far beyond allocating more resources to online marketing.
- Strategy: We introduce new tools like Mental Models, Demand Profit Pools and Need States. These have been important parts of why Best Buy, Anheuser-Busch and Hershey are winning.
- Youll be introduced to the Demand Chain in the Chapters on Execution. You will see why the Demand Chain will be as powerful for Marketing and Sales as the Supply Chain has been for Manufacturing and Distribution.
Dave and I wrote the book because we believe that the changes taking place are transformational. As youll see, theres never been a better time to create long lasting profitable growth.
The next steps are up to you.
In two weeks well be hosting a Webinar to discuss How Companies Win. We hope you and some of your colleagues will join us.
Available in book stores everywhere, Oct. 12, 2010, including:
Global Business Leaders Praise How Companies Win
The rise of social networks has amplified the individuals voice and this has sparked a revolution in demand. How Companies Win offers real-world solutions that you can implement right now to take advantage of these changes.
— Sheryl Sandberg, COO, Facebook
With all of the options shoppers have today, its critically important to understand demand. Its how you satisfy your customers better than your competitors. Its the way companies will win.
— Brian Cornell, President & CEO, Sams Clubs
How Companies Win shows how to successfully manage in the future. Its fresh look at data and the case histories will stimulate the imagination of every business leader.
— Mary Dillon, President & CEO, US Cellular (former CMO, McDonalds)
The authors discussion of Precision as the 5th P adds a powerful new tool for marketers. It aligns exactly with our strategy of precision marketing.
— Joseph Tripodi, Chief Marketing and Commercial Officer, Coca-Cola Corporation
As consumer behaviors change more quickly all the time, demand must be analyzed in greater depth than ever before. Understanding how media companies, retailers and manufacturers work together to serve demand with much greater precision will be key to the success of all companies going forward.
— Leslie Moonves, President and Chief Executive Officer of CBS Corporation
The lessons of yesterday will not pave a path to the future. Those who adapt to, and understand, the new rules and new models will ultimately win. The authors underscore the need to look at the world and its changing dynamics in a whole new way.
– Ajay Banga, President & CEO MasterCard
The authors got it right. Profitable growth is the real driver of value creation. Showing how companies will (can) grow is the books real contribution.
– Jim Jenness, chairman and former CEO of the Kellogg Company
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