I read this book when it was first published ten years ago and have gotten around to reading it again! The evidence is all P&G but the thinking and approach applies to any business in any sector – – Are you ‘playing to play’ or...
It takes a while to get your head around this one! It’s simply saying think “customer back” rather than “offer what you can make/provide and sell” Of course, there’s a happy medium where you are doing both. And then you get to the...
