This is the first in a series of posts to share Adrian Ott's perspectives on her new book "The 24-Hour Customer". Adrian is CEO of Exponential Edge, a consulting firm focused on strategy and customer-centric innovation.
Innovation.net: How does The 24-Hour Customer differ from previous books focused on time-based competition?
Adrian Ott: Most books on time-based competition were focused on speed-to-market and execution of the firm – they were company-centric. The 24-Hour Customer is customer-centric because it explores how time and attention impact customer behavior and how businesses can leverage customer time and attention priorities to their advantage.
Time factors into most of our decisions these days, yet businesses tend to overlook this critical element. Executives devote immense resources to understanding customer demographics and pricing, yet alternative uses of time and the impact of the offering on customer time seem to never figure much into the evaluation. That’s why so many people complain that businesses tend to waste their time. Because so few businesses consider this, it’s a great way to differentiate your offering.
The book introduces a framework that defines how individuals engage with an offering based on time and attention priorities. For example, how we can lose all track of time while searching the Internet, yet standing in line at the store seems to feel like forever. The book helps executives to capture opportunities that arise because of ebbs and flows of time and align these priorities with their offering.