Monday Morning 2 Minute Book Review
“The 24 Hour Customer” by Adrian C. Ott
- Author is a Harvard MBA , Silicon Valley consultant, and former HP executive
- From the Jacket…”She explores the economics of time and attention. Including why customers will devote hours addicted to social networks, yet will say “I have no time” to other offerings
- This book provides tools such as “Time-Value Trade-Offs” and “Timeographics” that pinpoint opportunities to increase revenue and gain market traction
- “Time” is the 5th P of Marketing. “Time as competitive advantage.”
- Time-Shifting is not just conceptual thinking…it is strategy
- Hulu and Netflix offer time-shift as product
- Zoom systems in Airport kiosks offers convenience (and speed) as brand
- The end of each chapter provides a 2-Minute Take Away from the chapter. The following is a list of powerful take-aways from a few chapters:
- Focus on customer time to evaluate, set-up, and consume a product
- What would it take to create instant gratification as a way to change the game
- Differentiate on customer time priorities
- Market around time benefit rather than product features
- The primary message of the book is that marketers should increase time value or decrease time cost.. The take-aways are many and significant. The writing is clear, simple and not to be ignored.
- “The 24 Hour Customer” is an important new weapon in strategy arsenal.
- Staking a claim on your customers’ precious time and attention will require focused attention. This book will help you think in a new and focused pattern.
Consumers will never have more time. It is unlikely we will every be less busy. Companies who offer a time advantage will gain significant leverage.
Read this book today and include time strategy in your 2011 planning meetings!