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

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

by Adrian C. Ott
     
 

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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

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Overview

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.

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 It's outdated, argues Ott, a consultancy firm CEO; time is now much more important than money to consumers.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

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Product Details

ISBN-13:
9780062002792
Publisher:
HarperCollins Publishers
Publication date:
08/10/2010
Sold by:
HARPERCOLLINS
Format:
NOOK Book
Pages:
240
Sales rank:
977,840
File size:
1 MB

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.”

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