GETTING INTIMATE
Consultants and business strategists Michael Treacy and Fred Wiersema, in their book The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market (Addison-Wesley, 1995), suggest there are three possible avenues an organization can choose to differentiate itself in the marketplace. It can opt to excel at product innovation—pushing the envelope with new features and offerings. It can decide to focus on operational excellence to provide a compelling combination of pricing and value. Or it can choose to excel at customer intimacy—knowing its customers better than its competitors do and thereby better positioning its goods or services. At the time the book was published, the thinking was that an ...
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