Publisher's Synopsis
Every business school, venture school, and entrepreneurial program drives home the message of "increasing sales". There's no question that cash flow, cost reductions, capital injections, and a myriad of other mechanisms play a part in organizational growth. When taking the mindset of "we need more sales", it centers on the premise that what you currently offer is your only source of profit, and that simply more of the same will generate the returns sought. The customer isn't part of the equation. This book examines the concept of redefining the customer, and redesigning your organizational growth strategy around the customer, creating a culture of innovation and uncontested differentiation.
