It’s all good stuff and ultimately proves that consumers care more about basic benefits than unique selling propositions. (Edge
This is a book about marketing for people who have read too many books about marketing... [Simply Better] is a welcome book that sheds light on a glaring deficiency in contemporary business culture... the empathy gap that exists in all too many executive suites. (Financial Times
From the Publisher
In this "radically conservative" book, the authors advocate a "back-to-basics" approach to marketing that replaces the relentless quest for differentiation with a relentless focus on these types of basic customer needs. The authors research shows that most companies have been ignoring the basics for too long.