ABSTRACT
In earlier parts of this book, we considered how you win, that is, why your customers choose to spend their money with you rather than with someone else or not at all. As we have seen, this will be because, in some way, your product or service matches their needs in a distinctive way which is better than the alternatives. As you grow you will need to build on those key points of difference. In this chapter, we will concentrate on exploring how successful firms further develop their distinctiveness and customer focus.
