"I cannot say enough good
things about this book
the approaches are well-structured
and remind me of timeless, Michael Porter-esque classics.
Yet the book goes beyond the classics and uses examples
in the book that are cutting-edge, modern, timely, and
- Steve Shu, Professor, Consultant, BusinessWeek
The 24-Hour Customer
New Rules for Winning in a Time-Starved, Always-Connected
By Adrian C. Ott
- How do today’s market winners harness rather
than fight the forces of time and attention?
- What are the 8 triggers that convince busy connected
people to buy?
- Why is defining wants and needs insufficient for
today’s connected customer?
Time is Not Money. Time is More Important Than
Today’s customers are overwhelmed, overworked, and over-stressed,
and it seems that everyone—from CEOs to soccer moms—is
short on time and overwhelmed with information. As a
result, despite the availability of 24/7 commerce and
countless ways of engaging people in our multi-screen
(mobile, TV, PC) economy, companies find it more difficult
than ever to claim even a fraction of the 1,440 minutes
in their customers' precious 24 hours.
In The 24-Hour Customer, Adrian C. Ott, CEO of a successful
Silicon Valley consultancy, argues that companies need
to strategically harness the ebbs and flows of customer
time and attention in order to win in today’s competitive
landscape. 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. Based on extensive research and real-world
results with market leading companies, this book provides
tools such as Time-Value Tradeoffs and Time-ographics
that pinpoint opportunities to increase revenue and
gain market traction.
Filled with fascinating case studies from leading-edge
companies like Johnson & Johnson, Amazon, and iPhone
app start-ups, The 24-Hour Customer offers fresh ideas
for capitalizing on the elements of time, attention,
and value to innovate never-before-considered products,
services, and programs for today's über-connected, multitasking
customer. Readers will discover:
This book shares the latest strategic weapons for achieving
market leadership, and will change the way executives
think about their businesses and their customers.
- Time-Slicing: How breaking a product into
smaller time segments opens up new markets of customers
that were too busy to consume the offering in the
past. Examples: Twitter (microblogging); Digital Chocolate
(mobile phone games that 'Seize the Minute').
- Time-Magnets: Why more time is more money.
How to tap into triggers that extend the amount of
time that customers spend with your business.
- Time on Autopilot: How P&G leverages
inattention by enabling habit-formation for some of
its most successful brands.
- Time-Shifting: How placing customers in
control of their time can disrupt industries.
and Companies Featured