# Highly Recommended《New Book Condition + Hardcover Edition + Time Is Not Money , Time Is More Important Than Money》Adrian C. Ott - THE 24-HOUR CUSTOMER : New Rules for Winning in a Time-Starved, Always-Connected Economy
This Wall Street Journal bestseller in hardcover edition is a bran-new book and nicely wrapped with protective book-wrapper. The original new book is sold at usual price RM113.36. Now here Only at RM22. Remember the old adage "time is money"? It's outdated, argues Ott, a consultancy firm CEO; time is now much more important than money to consumers. Time is not money. Time is more important than money. Today's customers are overwhelmed, overworked, and overstressed, and it seems that everyone--from CEOs to soccer moms--is short on time and inundated with information. As a result, despite the availability of 24/7 commerce and countless ways of engaging people in our multiscreen (mobile, TV, and PC) economy, companies find it more difficult than ever to claim even a fraction of the 1,440 minutes in their customers' precious 24 hours. It is also a consistently overlooked and misunderstood factor driving buying decisions, and companies that build their products or services around the customer's willingness to invest precious time and attention are gaining competitive traction in markets where their competitors, who approach the new dynamic by simply getting more strident in their marketing, are increasingly slipping. In The 24-Hour Customer, Adrian C. Ott, CEO of a successful Silicon Valley consultancy, argues that companies need to strategically harness the ebbs and flows of customer time and attention in order to win in today's competitive landscape. She explores the economics of time and attention, including why customers will devote hours addicted to social networks, yet will say "I have no time!" to other offerings. Based on extensive research and real-world results with market-leading companies, this book provides tools, such as Time-Value Tradeoffs and Time-ographics, that pinpoint opportunities to increase revenue and gain market traction. Filled with fascinating case studies from companies like Johnson & Johnson, Amazon, and iPhone app start-ups, The 24-Hour Customer offers fresh ideas for capitalizing on the elements of time, attention, and value to innovate never-before-considered products, services, and programs for today's Über-connected, multitasking customer. Readers will discover how: ● Time-Slicing: How breaking a product into smaller time segments opens up new markets of customers that were too busy to consume the offering in the past. Examples: Twitter (microblogging); Digital Chocolate (mobile phone games that 'Seize the Minute'). ● Time-Magnets: Why more time is more money. How to tap into triggers that extend the amount of time that customers spend with your business. ● Time on Autopilot: How P&G leverages inattention by enabling habit-formation for some of its most successful brands. ● Time-Shifting: Why giving customers control of their time increases sales. This book shares the latest strategic weapons for achieving market leadership and will change the way executives think about their businesses and their customers. Ott offers specific advice and "Two Minute Takeaways" at the conclusion of each chapter to address the all-important "Time-Value Tradeoff." She illustrates her points with case studies of companies that have gotten it right, such as Symantec, Netflix, Amazon, and FreshDirect. Ott's accessible tone and systematic strategies will be an eye-opener for companies wishing to drive through the constant marketing chatter and reach their increasingly harried customers. In The 24-Hour Customer, Adrian C. Ott—the CEO and founder of a top Silicon Valley–based consulting firm—challenges businesses to re-conceive their approaches to time and technology in order to win an unprecedented share of their customers’ attention and loyalty. Filled with powerful and provocative ideas, The 24-Hour Customer is an indispensible handbook for any company competing for business in today’s around-the-clock economy. Adrian Ott's 2010 award winning book, The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy, is not just for marketers. The 24-Hour Customer speaks to a much broader set of our modern interactions. It's a book for all of us as we think about the work we do all day, and if you have marketing responsibilities, you get a bonus! "Time is more important than money." Attention is a negative-sum game. These are two of the perspectives I came away with, and again, with the realization that these ideas apply to more than just products, services, or programs, but our general interactions as well. When you're working with teammates, how do you think about their propensity to spend time and attention? Like a marketer, we need to consider the time/value trade-offs our colleagues are making. Yes, sometimes they are paid to do work with us, but better if we can make that easier to do. And more and more, people aren't formally paid to be part of a team, but do so for more complex reasons. Understanding time and attention will help you better understand the relationships you have with these colleagues. OTT'S NEW RULES: ➽ Capture opportunities that emerge from multitasking and distraction ➽ Differentiate on customer time priorities ➽ View customer as situational: e.g., behavior time preferences and triggers ➽ Grow by shifting time boundaries ➽ Focus on customer time to evaluate, set up, and consumer a product ➽ Create advantage through customer inertia and time-relevant value Read The 24-Hour Customer if you are interested in how your customers interact with your products and brand. However, even if this isn't your focus, read the book for the insights it gives for broader human interactions, and learn a some marketing as a bonus. It is recommend to anyone who is engaged or looking to engage in ecommerce as an important tool in developing their business plan. ----------------------------------------------- REVIEW From Library Journal : Marketing is often defined with the four Ps: product, promotion, place, and pricing. Ott (CEO & founder, Exponential Edge, Inc.) is revolutionizing marketing by adding the concept of time. Dimensions of time, especially its alternative uses, are major factors in consumers' decisions. She here shows business professionals how to integrate the different components of time in consumers' lifestyles into marketing strategies, especially to gain competitive advantage, build brand loyalty, and offer successful brand extensions. Ott respects readers' time by offering "Two-Minute Takeaways," or chapter summaries, and by including several sidebars in gray-shaded boxes that contain tables and charts illuminating important points. She presents many company case studies, discussing the ways Fresh Direct and Symantec gained success by recognizing the importance of time. VERDICT Ott's eye-opening arguments will appeal to business readers who want their companies to remain viable in ever-changing and evolving marketplaces. Perhaps the only business constant is that consumers have time preferences. About the Author Adrian C. Ott, CEO and founder of Exponential Edge, Inc., was called "one of Silicon Valley's most respected (if not the most respected) strategists" by Consulting magazine. She has worked with some of the most innovative Fortune 500 and start-up companies in the world to gain a market edge in today's exponential economy. Prior to founding Exponential Edge, she was an HP executive who was recognized in an annual report for "infusing HP with new revenue streams and new technologies and new business models." She holds an MBA from the Harvard Business School and a BS from UC Berkeley. She lives in the San Francisco Bay Area.
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