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Bestselling author and CEO guru Ram Charan, in a short, accessible narrative, dissects the nature of competitive advantage in the digital age, when organizations created as digital companies, like Amazon and Google and Facebook, have disrupted entire industries, and companies need to create a digital platform and an entire ecosystem in order to successfully compete.
Today, Ram Charan argues, successful strategy does not focus on market share or creating "blue oceans" or moats to ward off competitors. In the digital world, the most successful companies look at everything they do as a way to serve customers. Their central question is always, how can we create a better consumer experience. As Jeff Bezos says, "When given the choice of obsessing over competitors or obsessing over customers, we always obsess over customers.
In an riveting narrative filled with behind the scenes stories of successful companies like Netflix, Amazon, Microsoft, Lyft, Baidu, UST, Alphabet, Tesla and Alibaba, Charan reveals the core tenets of digitally born companies: They have a digital platform, and the accumulation of data lies at the core of everything they do. They don't just develop channels of distribution, they create an ecosystem with third party sellers and their supply chain, where each application or product reinvigorates the customer's experience, and reinforces the need for the core product, the way that iPhone third party apps reinforce the need for Apple's phone and iPads. Today's companies, Charan says, focus on cash on hand rather than complex accounting measures. They imagine a market space that doesn't yet exist, one that has the potential to not just double, but grow 10x, or 100x.
Creating Competitive Advantage is the general business readers answer to Michael Porter's voluminous works, a book managers and executive and CEO's will read, that zeroes in on how Amazon is able to dominate so many markets -- and what other companies must do in response.
Today, Ram Charan argues, successful strategy does not focus on market share or creating "blue oceans" or moats to ward off competitors. In the digital world, the most successful companies look at everything they do as a way to serve customers. Their central question is always, how can we create a better consumer experience. As Jeff Bezos says, "When given the choice of obsessing over competitors or obsessing over customers, we always obsess over customers.
In an riveting narrative filled with behind the scenes stories of successful companies like Netflix, Amazon, Microsoft, Lyft, Baidu, UST, Alphabet, Tesla and Alibaba, Charan reveals the core tenets of digitally born companies: They have a digital platform, and the accumulation of data lies at the core of everything they do. They don't just develop channels of distribution, they create an ecosystem with third party sellers and their supply chain, where each application or product reinvigorates the customer's experience, and reinforces the need for the core product, the way that iPhone third party apps reinforce the need for Apple's phone and iPads. Today's companies, Charan says, focus on cash on hand rather than complex accounting measures. They imagine a market space that doesn't yet exist, one that has the potential to not just double, but grow 10x, or 100x.
Creating Competitive Advantage is the general business readers answer to Michael Porter's voluminous works, a book managers and executive and CEO's will read, that zeroes in on how Amazon is able to dominate so many markets -- and what other companies must do in response.