Strong customer–focused companies have a clear, relevant promise which they obsessively deliver day–in, day–out. At the same time, they relentlessly drive the market by evolving the offer in the face of market developments and opportunities. Because they meet customer needs better than the competition, again and again, they are able to generate sustainable, profitable, market–leading organic growth. The problem the book addresses is how to achieve this. The authors identify five key steps using their framework for success: Offer a clear, relevant customer promise Build customer trust by reliably delivering that promise Continuously improve the promise, while still reliably delivering it Drive the market by innovating beyond the familiar Support all this with an open organization that promotes frank discussion based on clear facts and market feedback. Above all the book runs counter to the fashionable claim that the starting–point for business success should be to find a ′blue–sky′, ′out–of–the–box′ breakthrough innovation. Barwise and Meehan use many compelling cases to illustrate how managers can find ways within their existing network and organization to achieve long term growth.
Beyond the Familiar
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′Beyond the Familiar lives up to its promise, rewards readers’ trust and reinforces Simply Better’s straightforward lessons′ (FT, March 2011). ‘…very much a practical guide…sets out methods of achieving the Holy Grail of consistent growth.’ (Business Life, May 2011). ‘ Beyond the Familiar is a prescription for cautious, step–by–step change, not blue sky thinking.’ (Marketingweek.co.uk, May 2011). ‘This is a very short, very good book on how to grow a business, which every CEO or aspiring CEO should read’ Robin Fairlie of the Institute of Direct and Digital Marketing
From the Back Cover
Beyond the Familiar offers a practical framework to help companies achieve long–term organic profit growth. It focuses on actionable customer insights flowing freely through the business and ultimately leading to consistently great customer solutions and experiences and a strong brand. It gives specific advice and examples on how to: Offer and communicate a clear, relevant customer promise Build customer trust by reliably delivering that promise Drive the market by continuously improving the offer, while still reliably delivering it Get further ahead by occasionally innovating beyond the familiar Support all this with an open organizational culture. If you′re looking for valid, practical guidance on how to achieve long term organic profit growth, it′s in your hands.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
By Helen Pearce
Format:Hardcover
Beyond the Familiar offers practical guidance on how to achieve long-term organic profit growth, backed up with some great examples. Building on the theme of their prize-winning previous book (Simply Better), Barwise and Meehan cut through the hype about endlessly searching for silver bullets and radical innovation. In their trademark matter-of-fact style, they recommend that companies focus on getting the basics right (eg "be better than your competitors at not annoying or disappointing your customers"), driving the market through relentless incremental innovation, and opening up the organisation to innovate "beyond the familiar", while still always keeping the offer customer-relevant.
Barwise and Meehan aren't afraid to make bold statements (refreshing in a world of on the fence management books), and the occasional flashes of humour make it a pleasurable read. If you work in marketing, it'll remind you of why you chose to do so. If you work in management, it will help you refocus on what is important for achieving long-term growth.
Barwise and Meehan aren't afraid to make bold statements (refreshing in a world of on the fence management books), and the occasional flashes of humour make it a pleasurable read. If you work in marketing, it'll remind you of why you chose to do so. If you work in management, it will help you refocus on what is important for achieving long-term growth.
1 of 1 people found the following review helpful
By Mr. A. C. Thorne
VINE™ VOICE
Format:Hardcover|Amazon Vine™ Review
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I actually got this book with the intention of smartening up my act in respect of my business and I'm not entirely sure that is what it did, but that wasn't the books fault - I'm still a slow burn kind of person. The book however really is full of excellent insight and the philosophy behind it is brilliant. The volume is quite a modest size and you can read it in a matter of a few hours as it is a well structure read. The most important message that the book seeks to promote in my opinion is the formation of a customer focus and a promise to the customer that is then delivered upon. In truth this is nothing new, but it never hurts to offer the same advice in many different formats in order that the greatest number of people get the message. Essentially am I then saying old message new format and nothing added? Probably not because there are plenty of nuggets to add to the essence of the essential message, and that once again makes for great education. I think most business people will find something in the volume to peak their interest.
1 of 1 people found the following review helpful
By Mlle J. Taylor
VINE™ VOICE
Format:Hardcover|Amazon Vine™ Review
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This book is a very interesting read.
As someone starting their own business, I wanted to find out the best way to advance the company. I got this book to help me look at different issues.
The book is divided into 6 chapters which contain the fundamentals to innovating a company. The ideas are well researched and well summerised. As an added bonus, the authors have put their reference material in the End Notes. This is really useful because it allows you to look even deeper into the subjects covered.
If you're looking for in-depth studies about the different methods to innovate your company, this book is not the best one on the market. However, if you want an overview of the subjets of Marketing, updating and innovating your business, this is the book for you. Really worth the read as a good intro for anyone looking to help their company.
As someone starting their own business, I wanted to find out the best way to advance the company. I got this book to help me look at different issues.
The book is divided into 6 chapters which contain the fundamentals to innovating a company. The ideas are well researched and well summerised. As an added bonus, the authors have put their reference material in the End Notes. This is really useful because it allows you to look even deeper into the subjects covered.
If you're looking for in-depth studies about the different methods to innovate your company, this book is not the best one on the market. However, if you want an overview of the subjets of Marketing, updating and innovating your business, this is the book for you. Really worth the read as a good intro for anyone looking to help their company.
Most Recent Customer Reviews
4.0 out of 5 stars
Beyond the Familiar, and Back
I like this book more and more. It's a serious but very readable one, on a subject that's so pertinent during the world-wide recession - how to satisfy the customer. Read more
Published 7 months ago by J. Pittam
3.0 out of 5 stars
Good for innovation
Quite a read to get the desired info. It does offer great ideas on the concept of innovating your business and having the competitive edge in offering outstanding service to your... Read more
Published 12 months ago by OrganicGreen
4.0 out of 5 stars
A view of the future for sustainable business growth.
As a start-up business, I am busy reading anything that might help me realise and develop new market goals. Read more
Published 23 months ago by rhosymynydd
4.0 out of 5 stars
Thought-provoking approach
Very theoretical in its approach, this book offers an overview about how world-recognised brand work and innovate. Read more
Published on 9 May 2011 by L. Goldsmith
4.0 out of 5 stars
Ideal for Business Owners
I write a lot about marketing and found Beyond the Familiar: Long-Term Growth Through Customer Focus and Innovation a useful book with in depth and relevant analysis of marketing... Read more
Published on 3 May 2011 by Antonia Chitty
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