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Title: The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market by Michael Treacy, Fred Wiersema ISBN: 0-201-40719-1 Publisher: Perseus Publishing Pub. Date: January, 1997 Format: Paperback Volumes: 1 List Price(USD): $15.00 |
Average Customer Rating: 4.33 (18 reviews)
Rating: 4
Summary: Straightforward answers to questions of strategy
Comment: The premise of the book is that successful companies direct all of their efforts towards operational excellence, product leadership, or customer intimacy. For each "discipline" (and it does take discipline), the authors present examples, generally well known, of companies that succeed because of this focus. This book manages to present a usable model for managers and a unique perspective to explain the success of many top performing companies. Most business books either present too much unrelated theory or repeat a single assertion that should be a magazine article. Every chapter of this book explains something new, and supports its main contention. The model seems to have withstood the test of time (unlike many of the companies in "In Search of Excellence" several years ago), because most of the companies profiled are still market leaders, even though the book was originally published in 1995. The model is appealing to business observers, because it is intuitive but not obvious, and it enables the reader to imagine other companies that are not profiled and fit them into the model easily. The structure of the book (one chapter about one discipline, then a chapter in-depth about an example) makes the book easy to follow, and convenient to read during a commute.
Rating: 4
Summary: Common sense marketing perspective
Comment: Winning firms focus on one of three customer value disciplines: product leadership, customer intimacy, or operational excellence. Trying to be all things to everybody is tantamount to being nothing for anyone. If your firm can't get its act together, you'll find this an inspiring book that makes a compelling case that success is only possible by having the courage to focus on specific tasks & disciplines. This seems very elementary, but I've observed many firms that refused to choose what they wanted to be, ensuring that they became nothing. This book is helpful in positioning exercises.
I have two concerns about the book. 1, it doesn't need to be this long in order to get the central idea across. 2, I'm becoming increasingly convinced that this model is counterproductive in a Geoff Moore tornado period. If you're in a high-tech tornado, wait until Main Street before applying discipline.
Aside from these caveats, I still find the simple model presented in this book as being useful in analyzing market approaches. You have to understand the model in order to know when it isn't appropriate. Product Managers, sales, marketing and product development staff need to be aware of this book and its ideas.
Rating: 5
Summary: Not just for the sales and marketing folks!
Comment: This business book should be in EVERY marketing and sales professional's library. In one reading of less than four hours you can understand the distinct value disciplines that define your company. And, just as important, you can recognize the value disciplines of your customers and competition. But, you don't have to be strictly a sales person. I'm my company's Chief Technology Officer and I felt the book was very valuable - after my CEO made me read it!
The message of The Discipline Of Market Leaders is that no company can succeed today by trying to be all things to all people. It must instead find the unique value that it alone can deliver to a chosen market. Why and how this is done are the two key questions the book addresses,
Three concepts are introduced that every business finds essential:
1. the value proposition - implicit promise to deliver a particular combination of values - price, quality, performance, etc.
2. value-driven operating model - combination of operating processes, manage-ment systems, business structure, and culture that allows a company to deliver on its value proposition.
3. value disciplines - three desirable ways in which a company combines operating models and value propositions to be the best in their markets. THIS is the key take away from this book.
Three distinct value disciplines:
1. operational excellence - provide middle-of-the-market products at the best price with the least inconvenience - value proposition is low price and hassle-free service.
2. product leadership - offering products that push performance boundaries - value proposition is offering the best product, period.
3. customer intimacy - delivering NOT what the market wants but what specific customers want - value proposition the best solution for the customer with all the support needed to get the maximum value from our products.
The selection of a value discipline is a central act that shapes every subsequent plan and decision a company makes, coloring the entire organization, from its competencies to its culture.
If a company is going to achieve and sustain dominance, it must decide where it will stake its claim in the marketplace and what kind of value it will offer to its customers.
markets, the only established way to improve value to customers is to cut process. If you haven't started thinking about cutting your way to leanness, it's going to cost you later.
High quality is the cost of admission to the market. Without it, you're not even in the ballpark.
Four new premises underlie successful business practice today:
1. companies can no longer raise process in lockstep with higher costs
2. companies can no longer aim for less than hassle-free service
3. companies can no longer assume that good basic service is enough
4. companies can no longer compromise on quality and product capabilities
These four points are critical to the book and to how you must think about value. It is true - we can no longer charge for high quality - it IS expected. By delivering superior value, companies change their customers' expectations. In effect, these companies became market leaders NOT by fulfilling old-fashioned ideas of value, but by getting their business to master one band in the value spectrum. They believed in three important truths that characterize the new world of competition:
1. Different customers buy different kinds of value. You can't hope to be the best in all dimensions, so you choose your customers and narrow your value focus.
2. As value standards rise, so do customer expectations; so you can stay ahead only by moving ahead.
3. Producing an unmatched level of a particular value requires a superior operating model - "a machine" - dedicated to just that kind of value.
Four rules that govern market leaders' actions:
1. Provide the best offering in the marketplace by excelling in a specific value disci-pline.
2. Maintain threshold standards on other dimensions of value.
3. Dominate your market by improving value year after year,
4. Build a well-tuned operating model dedicated to delivering unmatched value.
The operating model is the market leader's ultimate weapon in its quest for market domination. Value comes from choosing customers and narrowing the operations focus to best serve those customers. Customer satisfaction and loyalty are simply the by-product of delivering on a compelling value proposition - not the drivers behind it. When a company selects and pursues one of the value disciplines, it ceases to resemble its competitors.
Customer-intimate companies demonstrate superior aptitude in advisory services and relationship management. This is an incredibly difficult concept for sales and marketing professionals to grasp. They want the largest market possible. If you are customer-intimate, your market is one company at a time. This calls for hard work. Customer-intimate companies don't deliver what the market wants, but what a spe-cific customer wants. The customer-intimate company makes a business of knowing the people it sells to and the products and services they need. It continually tailors its products and services, and does so at reasonable prices. The customer-intimate company's greatest asset is, not surprisingly, its customers' loyalty.
Customer-intimate companies don't pursue transactions; they cultivate relationships.
They tailor their mix of services or customize the products, even if it means acting as a broker to obtain these services and products from third parties or co-providers.
Where to begin? Start with the last chapter and take a close look at Figure 11. From that point I realized my company's value discipline. The rest fell neatly into place.
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Title: Double-Digit Growth: How Great Companies Achieve It-No Matter What by Michael Treacy ISBN: 1591840058 Publisher: Portfolio Pub. Date: 21 August, 2003 List Price(USD): $27.95 |
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Title: The New Market Leaders: Who's Winning and How in the Battle for Customers by Fred Wiersema ISBN: 0743204662 Publisher: Free Press Pub. Date: 10 September, 2002 List Price(USD): $14.00 |
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Title: Execution: The Discipline of Getting Things Done by Ram Charan, Charles Burck, Larry Bossidy ISBN: 0609610570 Publisher: Crown Business Pub. Date: 15 June, 2002 List Price(USD): $27.50 |
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Title: COMPETITIVE STRATEGY : TECHNIQUES FOR ANALYZING INDUSTRIES AND COMPETITORS by Michael E. Porter ISBN: 0684841487 Publisher: Free Press Pub. Date: 01 June, 1998 List Price(USD): $37.50 |
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Title: The Innovator's Solution: Creating and Sustaining Successful Growth by Clayton M. Christensen, Michael E. Raynor ISBN: 1578518520 Publisher: Harvard Business School Press Pub. Date: September, 2003 List Price(USD): $29.95 |
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