How do you compete in a globalized market? Think outside the box? Pull out all the bells and whistles? No, argues Patrick Barwise, author, with Seán Meehan, of the new book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most (Harvard Business School Press, August 2004). According to Barwise, businesses who have sought to differentiate themselves in the marketplace through unique features, benefits or positioning have been missing the forest for the trees. While they think they're delivering what the customer wants, they've actually left their customers on hold and dissatisfied. In this edition of Inside Scoop, Bob Thompson, founder of CRMGuru.com, talks with Barwise about the book and his recommendations for turning things around.
The following interview, which took place Feb. 2, 2005, was edited for length and clarity.
Bob Thompson
Patrick, I'd like to welcome you to Inside Scoop.
