The cool conventional wisdom says that to succeed in business these days means you have to innovate and think outside the box patrick barwise and sean meehan beg to differ in the book simply better winning and keeping customers by delivering what matters most often its just executing the basics better than everyone else. Most executives believe that winning and keeping customers requires offering something unique but as physical products are seen as increasingly hard to differentiate companies resort to branding gimmicks and thinking outside the box meanwhile customers are less satisfied than they were a decade ago. Buy simply better winning and keeping customers by delivering what matters most 1st by barwise patrick meehan sean isbn 8601200421781 from amazons book store everyday low prices and free delivery on eligible orders. Most executives believe that winning and keeping customers requires offering something unique but as physical products are seen as increasingly hard to differentiate companies resort to branding gimmicks and thinking outside the box meanwhile customers are less satisfied than they were a decade ago patrick barwise and sean meehan argue that most companies have taken differentiation . Book reviews simply better winning and keeping customers by delivering what matters most by patrick barwise and sean meehan and marketing as strategy understanding the ceos agenda for driving growth and innovation by nirmalya kumar mary c drotar strategy 2 market inc