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    The Myth of Excellence (Review and Analysis of Crawford and Matthews' Book)
    The Myth of Excellence (Review and Analysis of Crawford and Matthews' Book)
    The Myth of Excellence (Review and Analysis of Crawford and Matthews' Book)
    Ebook40 pages23 minutes

    The Myth of Excellence (Review and Analysis of Crawford and Matthews' Book)

    By BusinessNews Publishing

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    About this ebook

    The must-read summary of Fred Crawford and Ryan Matthews' book: "The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything".

    This complete summary of the ideas from Fred Crawford and Ryan Matthews' book "The Myth of Excellence" shows that many businesses fall into the trap of trying to be all things to all people and instead end up becoming just the same as everyone else. In their book, the authors explain that this happens whenever a company attempts to excel in all of the five key attributes of commercial transactions: price, product, access, experience and service. This summary will teach you that great companies do something entirely different - they listen to their customers and then decide on one attribute where they will dominate and one attribute where they will differentiate.

    Added-value of this summary:
    • Save time
    • Understand key concepts
    • Expand your business knowledge

    To learn more, read "The Myth of Excellence" and discover the key to standing out from the crowd and succeeding.
    LanguageEnglish
    PublisherBusiness Book Summaries
    Release dateOct 14, 2014
    ISBN9782511018484
    The Myth of Excellence (Review and Analysis of Crawford and Matthews' Book)

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      Book preview

      The Myth of Excellence (Review and Analysis of Crawford and Matthews' Book) - BusinessNews Publishing

      Book Presentation

      The Myth Of Excellence by Fred Crawford & Ryan Mathews1

      Book Abstract

      About the Author

      Important Note About This Ebook

      Summary of The Myth Of Excellence (Fred Crawford & Ryan Mathews)4

      1. The Concept of Consumer Relevancy

      2. The Five Consumer Relevancy Factors

      3. The Application of Consumer Relevancy Theory

      Book Abstract

      MAIN IDEA

      Many businesses fall into the trap of trying to be all things to all people and instead end up becoming just the same as everyone else. This happens whenever a firm tries to excel in all the five key attributes of commercial transactions: (1) price; (2) product; (3) access; (4) experience; and (5) service.

      By contrast, great companies do something entirely different – they listen to their customers and then decide on one attribute where they will dominate (be world class) and one attribute where they will differentiate (be above average). Then they focus all their resources on excelling in those two key attributes and do everything else to general industry standards level.

      Thus, the key to success isn’t simply offering customers the highest quality products at the lowest possible prices. Nor is it providing easy access to a fun and stimulating sales environment, having a great Web site or being able to customize products just the way the consumer prefers. Instead, the success stories of the future will be those companies that align their commercial offerings with the value systems of their customers. The context within which the commercial transaction occurs is rapidly becoming more critical

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