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Four ways to build ‘cumulative advantage’

Cafe Jiro by Jiro Osuga

Create customer loyalty by making your products habit-forming rather than innovative.

Marketers spend a lot of time and money trying to make products stand out so they’ll be chosen. But what if novelty has the opposite effect? Writing in Harvard Business Review, A.G. Lafley and Roger L. Martin argue that you should offer customers not the perfect choice but the easy one.

Why rebranding doesn’t work

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Source Article: Customer Loyalty Is Overrated
Author(s): A.G. Lafley and Roger L. Martin