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

by Adrian C. Ott
     
 

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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

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.

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.)
Sacramento Book Review
"[Ott’s] style is patient and nurturing as she conducts lessons that apply equally to consumers or businesses. Recommended for readers who want serious business improvement help."
Al & Laura Ries
“To many consumers, time is more important than money. Today’s managers need to factor this key concept into their marketing programs. Adrian Ott provides the battle plan for doing so.”
Michael J. Gelb
“This outstanding book is much more than just another guide to coping with a changing world. Adrian Ott demonstrates, through solid research and compelling case histories, how customer attention has become a more precious commodity.”
Peter Sealey
“In her new book, Adrian C. Ott asks us to consider not only alternative products or services but alternative uses of time, and this brilliant insight is a conceptual home run. This should be must reading for any manager who wishes to acquire and retain customers in this new era.”
Ph. D. - Robert H. Miles
“The 24-Hour Customer contains a BIG idea that can payoff in BIG results. Adrian clearly demonstrates how today’s multi-screen, multitasking culture is driving vast changes in customer behavior. Leaders who want to successfully compete in today’s marketplace must read this book-and act.”
Steve Steinhilber
“Adrian’s book outlines an innovative approach using a new lens to view the critical and increasing importance a customer’s “time” plays in their purchasing cycle. She uses this same lens to provide useful insights on how to design business strategies to create new market opportunities and achieve sustainable market position.”
Marlene Williamson
“The 24-Hour Customer is a great read for any executive who needs to apply fresh thinking to products and solutions. Adrian’s strategic perspective provides many “lightbulb” moments, and, by reading this fascinating book, you’ll come away with great new ideas to breathe more life and creativity into your marketing.”
Carol Mills
“It is rare that a book introduces a new concept that is scrumptious to strategy-oriented executives’ appetites, but Adrian Ott’s insightful “Money Value of Time” makes you say, “Of course! Why didn’t I think of that!” The 24-Hour Customer is a thoroughly enjoyable and useful book.”
Saul J. Berman
“In this book, Adrian Ott appealingly explains the role of the increasingly important trade-off between time and value in driving strategy. If you understand the rules within, they will enable you to use time as a competitive advantage in vying for the attention, and wallet, of your customer.”
Peter van der Fluit
“In The 24-Hour Customer, Adrian takes the concept of time in a new direction by applying it as a strategic lever—one that can influence the design, positioning, marketing, selling and usage of your products and services. It is well worth your time to read it!”
Glenn Osaka
“If you are as time-starved as the rest of us you must read “The 24-Hour Customer”. Adrian Ott gives the reader a crystal clear perspective on how to focus on the right strategies to break through in a world where fighting for attention is the key to winning.”
Anna Lisa Silvestre
“Adrian Ott lays out a compellling argument for honoring consumer’s limited time and attention, especially in health care. Viewing consumer’s needs through the lens of their situation, not just their wants and needs, provides a fresh perspective for marketing professionals.”
Amanda Setili
“In The 24-Hour Customer, Adrian Ott offers a very new way of looking at things, which is both ground-breaking and pragmatic. A must-read for executives who want to succeed in today’s fast changing marketplace.”
Ingrid Summerfield
“ Resting on solid market research and clearly demonstrating how deeply our “connected” society is affected by this new economy, this book is essential reading for any company that wishes to understand the future of the marketing, social interaction, and ultimately customer satisfaction and loyalty.”
Robert van Eijk
“Adrian Ott brilliantly succeeds in providing a unique and useful framework to analyze, understand, and put to work the time-related trade-offs we make. For executives in small and large companies alike, this book is not to be missed.”
—Sacramento Book Review
“[Ott’s] style is patient and nurturing as she conducts lessons that apply equally to consumers or businesses. Recommended for readers who want serious business improvement help.”
Robert H. Miles Ph.D
“The 24-Hour Customer contains a BIG idea that can payoff in BIG results. Adrian clearly demonstrates how today’s multi-screen, multitasking culture is driving vast changes in customer behavior. Leaders who want to successfully compete in today’s marketplace must read this book-and act.”
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:
08/10/2010
Pages:
224
Product dimensions:
9.52(w) x 11.28(h) x 0.92(d)

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What People are saying about this

Glenn Osaka
“If you are as time-starved as the rest of us you must read “The 24-Hour Customer”. Adrian Ott gives the reader a crystal clear perspective on how to focus on the right strategies to break through in a world where fighting for attention is the key to winning.”
Steve Steinhilber
“Adrian’s book outlines an innovative approach using a new lens to view the critical and increasing importance a customer’s “time” plays in their purchasing cycle. She uses this same lens to provide useful insights on how to design business strategies to create new market opportunities and achieve sustainable market position.”
Al & Laura Ries
“To many consumers, time is more important than money. Today’s managers need to factor this key concept into their marketing programs. Adrian Ott provides the battle plan for doing so.”
Peter van der Fluit
“In The 24-Hour Customer, Adrian takes the concept of time in a new direction by applying it as a strategic lever—one that can influence the design, positioning, marketing, selling and usage of your products and services. It is well worth your time to read it!”
Michael J. Gelb
“This outstanding book is much more than just another guide to coping with a changing world. Adrian Ott demonstrates, through solid research and compelling case histories, how customer attention has become a more precious commodity.”
Anna Lisa Silvestre
“Adrian Ott lays out a compellling argument for honoring consumer’s limited time and attention, especially in health care. Viewing consumer’s needs through the lens of their situation, not just their wants and needs, provides a fresh perspective for marketing professionals.”
Ingrid Summerfield
“ Resting on solid market research and clearly demonstrating how deeply our “connected” society is affected by this new economy, this book is essential reading for any company that wishes to understand the future of the marketing, social interaction, and ultimately customer satisfaction and loyalty.”
Saul J. Berman
“In this book, Adrian Ott appealingly explains the role of the increasingly important trade-off between time and value in driving strategy. If you understand the rules within, they will enable you to use time as a competitive advantage in vying for the attention, and wallet, of your customer.”
Robert H. Miles
“The 24-Hour Customer contains a BIG idea that can payoff in BIG results. Adrian clearly demonstrates how today’s multi-screen, multitasking culture is driving vast changes in customer behavior. Leaders who want to successfully compete in today’s marketplace must read this book-and act.”
Peter Sealey
“In her new book, Adrian C. Ott asks us to consider not only alternative products or services but alternative uses of time, and this brilliant insight is a conceptual home run. This should be must reading for any manager who wishes to acquire and retain customers in this new era.”
Carol Mills
“It is rare that a book introduces a new concept that is scrumptious to strategy-oriented executives’ appetites, but Adrian Ott’s insightful “Money Value of Time” makes you say, “Of course! Why didn’t I think of that!” The 24-Hour Customer is a thoroughly enjoyable and useful book.”
Amanda Setili
“In The 24-Hour Customer, Adrian Ott offers a very new way of looking at things, which is both ground-breaking and pragmatic. A must-read for executives who want to succeed in today’s fast changing marketplace.”
Robert van Eijk
“Adrian Ott brilliantly succeeds in providing a unique and useful framework to analyze, understand, and put to work the time-related trade-offs we make. For executives in small and large companies alike, this book is not to be missed.”
Marlene Williamson
“The 24-Hour Customer is a great read for any executive who needs to apply fresh thinking to products and solutions. Adrian’s strategic perspective provides many “lightbulb” moments, and, by reading this fascinating book, you’ll come away with great new ideas to breathe more life and creativity into your marketing.”

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.

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