It’s nothing new to say that businesses should focus more on their customers than their products. So, why did marketing professor Niraj Dawar write a book about this?
In this Expert Interview (premium members only), Dawar tells us that he was inspired to write his new book, “Tilt,” because he noticed that many companies were still “woefully product-centric,” despite their best intentions.
He talks through some fascinating case studies that illustrate what being customer-centric means in practice, and highlights how companies can use this approach to compete more effectively.
You can hear more of Niraj Dawar’s insights in our premium members’ interview.
Question: How does your organization put customers before products or services? Or does it do the opposite? Join the discussion, below.