As a business writer and college instructor, I can attest to the dismal state of most modern "business books"...if you manage to walk away with one or two nuggets of information it is typically considered a major success. Not so with this book! It is packed full of terrific insight and contains a lot of highly original information that is both easy to read yet relevant especially to small business owners.
In the past, major corporations had a head-start when it came to doing business. They could afford to buy in bulk, standardize offerings, provide the best prices and invest in huge marketing campaigns. Little mom n pop places or other small business owners were often left in the cold trying to stay afloat while watching their business erode over time.
Today, thanks in large part to social media marketing and other consumer oriented success stories, the tide is beginning to change. Consumers want more control over the products they purchase. Relationships matter especially when it comes to service. Issues as diverse as sustainability and Fair Labor are increasingly part of the purchasing decision. In short, it is no longer sufficient to simply provide a product and expect clients to take it or leave it...without sufficient insight into their buying habits, hopes, expectations and word-of-mouth consumers are increasingly likely to leave it...at least those that can afford it.
The book goes into detail about what type of clients have options and which will be forced to buy on price alone. What the future holds for client-centric services and how to position a business for maximum impact.
Good explanations, solid information, well supported by the modern day business practices that are reshaping the relationship between business and consumer.