The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy

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Overview

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.

In The 24-Hour Customer, Adrian C. Ott, CEO of a successful Silicon Valley consultancy, argues that ...

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More About This Book

Overview

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.

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:

  • Zipcar utilized time-slicing to redefine automobile ownership and grew by 70 percent, while the auto industry struggled in 2009;
  • Netflix, Hulu, and others time-shifted to movies on-demand, ultimately restructuring the entertainment industry;
  • P&G leveraged inattention by enabling habit-formation for some of its most successful brands.

This book shares the latest strategic weapons for achieving market leadership and will change the way executives think about their businesses and their customers.

  • The 24-Hour Customer
    The 24-Hour Customer  

Editorial Reviews

Publishers Weekly
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. 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. 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. (Aug.)
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. Recommended.—Caroline Geck, Newark Public Schs., NJ

Product Details

  • ISBN-13: 9780061798610
  • Publisher: HarperCollins Publishers
  • Publication date: 8/10/2010
  • Pages: 224
  • Sales rank: 1,237,132
  • Product dimensions: 9.52 (w) x 11.28 (h) x 0.92 (d)

Meet 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) strategist" 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.

Table of Contents

Foreword Janice Chaffin Chaffin, Janice

Introduction: So Many Products, So Little Time 1

Chapter 1 The Money Value of Time 15

Chapter 2 Customer Time-Value Innovation Tools and Strategies 45

Chapter 3 Time Magnets: Motivation Quadrant Products 67

Chapter 4 Time on Autopilot: Habit Quadrant Products 91

Chapter 5 Time Savers: Convenience Quadrant Products 121

Chapter 6 Time Minimized: Value Quadrant Products 141

Chapter 7 Innovating Customer Time-Value into Market Traction 157

Chapter 8 The Future of the 24-Hour Customer 181

In Gratitude 193

Appendix: Companies Featured in The 24-Hour Customer 197

Notes 199

Index 217

Customer Reviews

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Sort by: Showing 1 Customer Review

  • Posted April 6, 2011

    more from this reviewer

    Forward-thinking treatise on leveraging time to sell products and services in a hurried world

    No one has enough time today. In her heavily researched book, corporate strategist Adrian C. Ott explores this issue and its implications for businesses. She proposes innovative practices that transform consumers' increasing lack of time into a fulcrum that can boost sales. Conscious of her readers' time limitations, Ott provides handy "Two-Minute" capsules that summarize each chapter's main points. getAbstract recommends Ott's timely advice and her new methodologies for increasing your sales while saving your customers time and trouble.

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