IN THIS SUMMARY
In Flipped, John Winsor describes how companies can use bottom-up marketing strategies to co-create new products and services with their customers. With the advent of Facebook, Twitter, and other social networks, successful companies have responded by encouraging their customers to participate in building their brands. Many companies still cling to outdated, top-down strategies, such as focus groups and traditional market research, which outsource the most importance relationship they have – their relationship with their customers. Winsor provides step-by-step guidance for companies to become more actively engaged with their customers and to use that connection to drive inspiration and innovation.