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The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy Hardcover – August 10, 2010

4.8 out of 5 stars 32 customer reviews

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Editorial Reviews

From 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 It's outdated, argues Ott, a consultancy firm CEO; time is now much more important than money to consumers.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.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From 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 Copyright 2010 Reed Business Information.
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Product Details

  • Hardcover: 240 pages
  • Publisher: HarperBusiness; 1 edition (August 10, 2010)
  • Language: English
  • ISBN-10: 0061798614
  • ISBN-13: 978-0061798610
  • Product Dimensions: 6 x 0.8 x 9 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (32 customer reviews)
  • Amazon Best Sellers Rank: #240,358 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Robert Morris HALL OF FAMETOP 500 REVIEWERVINE VOICE on October 20, 2010
Format: Hardcover
What Adrian C. Ott characterizes as a Customer Time-Value (CTV) mindset takes into full account the fact that consumers are investing less time and less attention in purchase decisions. They are better informed now than ever before. (Reviews such as this one offer an excellent example of how Amazon accommodates a reader's need for information about a given book.) Experts on time management offer suggestions as to how to achieve more and better results in less time within a finite timeframe that has remained constant throughout human history 168-hours in a week) since Egyptians first divided the day (and night) into 24 temporal hours.

Today, consumers seem to have a form of ADD. They have the same amount of time as their ancestors did but much less patience. Efforts to capture their attention have created an ever-increasing "clutter" of sensory messages and even then, the attention span resembles a strobe light blink.

What to do?

Ott offers a wealth of information, insights, and recommendations to survive (and hopefully thrive) in a "time-starved, always-connected economy." She highlights a number of companies that have applied a customer time-centric and attention-centric lens to their business, such as Amazon, Cisco, Costco, Disney, FedEx, Google, John & Johnson, Nike, Procter & Gamble, and Southwest Airlines. As she notes, "the company case studies that I highlight may not have used my terms to describe their approach (or used any names at all, for that matter), but they are applying a Customer Time-Value mindset and many of the new rules that became apparent to me as I looked across companies for commonalities.
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Format: Hardcover
No one has enough time today. In her heavily researched book, corporate strategist Adrian C. Ott explores this issue and its implications for businesses. She proposes innovative practices that transform consumers' increasing lack of time into a fulcrum that can boost sales. Conscious of her readers' time limitations, Ott provides handy "Two-Minute" capsules that summarize each chapter's main points. getAbstract recommends Ott's timely advice and her new methodologies for increasing your sales while saving your customers time and trouble.
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Format: Hardcover Verified Purchase
In today's society, a marketer's challenge is to connect with a customer that is moving as fast as our technologies are. With customers being bombarded by constant information from digital technologies, it's evident that our customer is always connected with increasing amounts of competing information, making it that much harder to capture their attention.

Adrian Ott, Silicon Valley's most sought-after and well respected strategist, has carefully examined the value of time in our customer's eye and offers her readers tools such as Time-Value Tradeoffs that can help companies to identify revenue opportunities and connect with customers better. Her book includes in-depth research from some of the most influential consumer and high-technology products and services in the world. Her incredibly detailed findings show us that time has become increasingly more valuable to customers and as a result, has shifted the way consumers continue to make decisions.

This is a must-have book for any executive, consultant, business owner or marketer who who need to remain relevant to customers in today's fast-changing marketplaces. It's clear from reading this book that it's not a luxury to simply think about time as one of the core values of our customers. Instead, we as marketers will need to shift how we develop our products and services based on how our consumers value time in their incredibly busy individual lives.

Market This!: An Effective 90-Day Marketing Tool
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Format: Hardcover Verified Purchase
This is a must-read, must-act book, especially if you think you have no time! Adrian Ott pulls no punches: consumer time and attention are commodities on auction 24/7. This timely book is supported by extensive, in-depth research; insightful case studies, and timeless strategies to effectively capture business executives' and consumer's decision-making consciousness and turn them into new business opportunities and viable market positions. It is compulsory reading for business managers, marketers and business/marketing students.
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Format: Hardcover
While a fascinating topic - evaluating the "money value of time" I had a hard time getting though the book. There is no question in my mind that we, as a consuming public, are increasingly bombarded from all directions and venues. We are not only faced by the assaults of an increasing louder and bolder (or should I say, more obnoxious) old marketing such as print, and broadcast, we also have the internet screaming at us with pop ups, Tweets, Facebook and other social media. So, in my mind, to paraphrase a quote from the introduction, it is not that we have too little time, it is that we have allowed "too many choices competing for" the same time. Maybe for some, that is a distinction with no real difference. Marketing and business executives, as they seek to keep and grow market share of existing products or capture market share if introducing new products, may need 'complex' studies such as the "Time-ographics Framework" offers. Without question, it is an in depth and well researched treatment by Adrian Ott and if you in your work need that detail then it will likely fit your needs exactly. However, reading this as a consumer, I wonder if more could not have been said with less space. It may only have been me, but though award winning, it was a hard and slow read. Because I read this as part of the 12 Books Group I was committed to finish it so that I could review it here but if not for that reason I may have set the book down half way through as one of the "too many choices" competing for my time.
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