"Put customers at the core of your business. If you read (or listen to) nothing else on marketing, listen to this book. We've chosen a new selection of current and classic Harvard Business Review articles that will help you connect better with your established customers, develop offerings that attract new ones, and unlock opportunities for growth. This book will inspire you to:
- Align your sales and marketing teams for maximum impact
- Measure the real-world value of customer loyalty
- Blend human and machine intelligence to manage your brand
- Reap the benefits of psychological targeting, ethically
- Develop influencer campaigns that generate real returns
- Build a customer strategy around personalization"
"Over a stellar career, Roger Martin has advised the CEOs of some of the world's most successful companies. From the beginning, he noted that almost every executive he talked to had a 'model'—a framework or way of thinking that guided their strategy and activities. But these models tended to become automatic, so much so that when one didn't work, the typical response was just to apply it again—with greater enthusiasm.
Martin took a fresh, critical approach to helping. When company leaders came to him with fundamental questions—How do you decide where to play and how to win? What is the key to shaping and changing corporate culture? How can you design a successful, sustainable innovation process?—his first response was to break the spell of the current model with a memo articulating a new way to think about the problem at hand and a more powerful and effective way to overcome it.
Over time, these ideas worked their way into Martin's many Harvard Business Review articles. Now, for the first time, they appear together in A New Way to Think. With his trademark incisive intellect and clarity, Martin covers the entire breadth of the management landscape—illuminating the true nature of competition, explaining how company success revolves around customers, revealing how strategy and execution are really the same thing, and much more."
"'El mejor libro sobre estrategia que he leído jamás.' –Sir Terry Leahy, ex director general de Tesco
'Jugar para ganar es como un asiento en primera fila en la Super Bowl de la estrategia. Aquí descubrirás qué recursos utiliza el gigante de los bienes de consumo Procter & Gamble para que sus innovadores productos lleguen a millones de hogares, y también métodos probados para sobreponerte en tus propias batallas por el mercado. Si eres un vendedor o un líder, tienes que leer este libro.' –Daniel H. Pink, autor de La sorprendente verdad sobre lo que nos motiva
Jugar para ganar describe el enfoque estratégico que A. G. Lafley, en estrecha colaboración con el asesor Roger L. Martin, empleó para duplicar las ventas de Procter & Gamble, cuadruplicar sus ganancias y aumentar su valor de mercado en más de cien mil millones de dólares entre 2000 y 2009.
Los líderes de cualquier tipo de organización pueden encontrar aquí una guía eficaz sobre cómo orientar las acciones cotidianas hacia objetivos estratégicos, construidos alrededor de los elementos esenciales, que determinan el éxito de todo negocio: dónde jugar y cómo ganar. Lafley y Martin han creado un conjunto de cinco opciones estratégicas esenciales que, de manera integrada, nos permiten superar a nuestros competidores:
1. ¿Cuál es nuestra aspiración ganadora?
2. ¿Dónde vamos a jugar?
3. ¿Cómo vamos a ganar?
4. ¿Qué recursos debemos tener para ganar?
5. ¿Qué sistemas de gestión necesitamos para respaldar nuestras elecciones?
El relato de cómo P&G ganó repetidamente aplicando este método a marcas icónicas como Olay, Bounty y Gillette ilustra con claridad hasta qué punto diseñar una estrategia y tomar las decisiones adecuadas para apoyarla marca la diferencia entre jugar y ganar.
'El mejor libro de estrategia de empresa que he leído desde que leí el de Michael Porter.' –Jonathan Becher, Forbes"
"For its first 200 years, the American economy exhibited truly impressive performance. The combination of democratically elected governments and a capitalist system worked, with ever-increasing levels of efficiency, spurred by division of labor, international trade, and scientific management of companies. But since then, outcomes have changed dramatically. Growth in the economic prosperity of the average American family has slowed to a crawl, while the wealth of the richest Americans has grown to a level never seen before. This imbalance threatens the American democratic capitalist system, which only works when the average family benefits enough to keep voting for it.
In this book, Roger Martin starkly outlines the fundamental problem: we have treated the economy as a machine for which the pursuit of ever-greater efficiency is considered an inherently good thing. But it has become too much of a good thing. Our obsession with efficiency has inadvertently shifted the shape of our economic outcomes: from a large middle class and smaller numbers of rich and poor to a greater share of benefits accruing to a thin tail of already rich Americans.
Filled with keen economic insight and advice for citizens, executives, policymakers, and educators, When More Is Not Better is the must-listen guide for saving democratic capitalism."
"A practical four-step methodology for any leader or manager facing a tough choice, and for creating integrative solutions to big, complex and pressing problems. Conventional wisdom-and business school curricula-teaches us that making trade-offs is inevitable when it comes to hard choices. But sometimes, accepting the obvious trade-off just isn't good enough: the choices in front of us don't get us what we need. In those cases, rather than choosing the least worst option, we can use the models in front of us to create a new and better answer. This is integrative thinking. First introduced by Roger Martin in The Opposable Mind, integrative thinking is an approach to problem solving that uses opposing ideas as the basis for innovation. Now, in Creating Great Choices, Martin and fellow Rotman expert Jennifer Riel vividly show how they have refined and enhanced the understanding and practice of integrative thinking through their work teaching the concept and its principles to business and nonprofit executives, MBA students, even kids. Integrative thinking has been embraced by organizations such as Procter & Gamble, Deloitte, Verizon, and the Toronto District School Board-all seeking a replicable, thoughtful approach to creating a 'third and better way' to make important choices in the face of unacceptable trade-offs. The book includes new stories of successful integrative thinkers that will demystify the process of creative problem solving. It lays out the authors' practical four-step methodology, which can be applied in virtually any context: - Articulating opposing models - Examining the models - Generating possibilities - Assessing prototypes Stimulating and practical, Creating Great Choices blends storytelling, theory, and hands-on advice to help any leader or manager facing a tough choice."
"In this compelling book, strategy guru Roger L. Martin and Skoll Foundation President and CEO Sally R. Osberg describe how social entrepreneurs target systems that exist in a stable but unjust equilibrium and transform them into entirely new, superior, and sustainable equilibria. All of these leaders-call them disrupters, visionaries, or changemakers-develop, build, and scale their solutions in ways that bring about the truly revolutionary change that makes the world a fairer and better place. The book begins with a probing and useful theory of social entrepreneurship, moving through history to illuminate what it is, how it works, and the nature of its role in modern society. The authors then set out a framework for understanding how successful social entrepreneurs actually go about producing transformative change. There are four key stages: understanding the world; envisioning a new future; building a model for change; and scaling the solution. With both depth and nuance, Martin and Osberg offer rich examples and personal stories and share lessons and tools invaluable to anyone who aspires to drive positive change, whatever the context. Getting Beyond Better sets forth a bold new framework, demonstrating how and why meaningful change actually happens in the world and providing concrete lessons and a practical model for businesses, policymakers, civil society organizations, and individuals who seek to transform our world for good."
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