The Myth of Excellence

Misunderstanding of consumer needs exists in epidemic proportions. Through their advertising, marketing, product selection, terms of transaction, and levels of service, businesses are conveying that they do not respect their customers or even know who they are. Unable to crack the "consumer code," companies turn predictably to the false belief that they ought to try everything and be good at everything they try-a misdiagnosis that ultimately leads to enormous overspending, lack of enterprise focus, and further alienated customers.

The Myth of Excellence offers the Consumer Relevancy model, developed from a study of executives worldwide and more than 10,000 consumers. Using this model, companies can develop an effective strategy that will allow them to dominate their markets in one of the five attributes of commerce, differentiate on a second, and remain average on the remaining three. Dozens of examples and case studies provide a blueprint for action that will help marketing professionals develop a meaningful relationship with their customers and boost the bottom line.