Winning Behavior: What the Smartest, Most Successful Companies Do Differently

Winning Behavior: What the Smartest, Most Successful Companies Do Differently

Winning Behavior: What the Smartest, Most Successful Companies Do Differently

Winning Behavior: What the Smartest, Most Successful Companies Do Differently


"In an age where even the best products are quickly imitated, businesses must constantly find new ways to outpace competitors. Successful companies differentiate themselves not just with superior products, but also by how they behave toward their customers at every touchpoint: service, product development, marketing, branding, bids and proposals, presentations, negotiations, and more.

Behavioral Differentiation is emerging as the ""final frontier"" in competitive strategy, and Winning Behavior shows how leading companies use it to exceed expectations and outperform competitors. This eye-opening book offers case histories and examples from companies like GE, Volvo, EMC, Ritz-Carlton, Wal-Mart, and Harley-Davidson, plus interviews with executives like George Zimmer (Men's Wearhouse), Colleen Barrett (Southwest Airlines), and Gerry Roche (Heidrick & Struggles).

In today's ultracompetitive business landscape, product quality and competitive pricing are prerequisites for staying afloat. Winning Behavior reveals the secrets the best companies use -- and any business can use -- to stay at the pinnacle of success in their industry."


In a tough market, how do you win more than your share of business? How do you outperform competitors who are as capable as you are and who sell essentially the same products you do, the same way you do, to the same set of customers? How do you differentiate your company and products when your rivals copy your innovations nearly as fast as you can innovate? How, in the toughest global market the world has ever seen, do you build and sustain enough distinctive value to avoid brutal price competition?

These are the questions our clients have been asking us. For the past twenty-five years, we have helped companies develop competitive strategies, improve their business development systems and skills, and create winning proposals and presentations. During that period, we’ve seen the rise of the global village Marshall McLuhan predicted in 1967, and for many of our clients it has looked like something out of a Stephen King novel. the globalization of markets, the rise of foreign competition, the rapid spread of technology, and the growth of the Internet have made it increasingly tough to compete, especially if you sell higher-priced, value-added products and services. Unless you can offer something so unique that no one else can copy it, you face a barrage of competitors who also have state-of-the-art offerings and customers who demand more and negotiate harder because everyone wants their business.

Customers today have a bewildering array of choices. If you can’t differentiate yourself in their eyes, you are condemned to market purgatory, where your products are essentially commodities and where lowest price rules. How long can you stay there and remain viable as . . .

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