The Ultimate Question 2.0 (Revised and Expanded Edition)

Preface

This book shows how companies can put themselves on the path to true growth—growth that occurs because their customers and employees love doing business with them and sing their praises to neighbors, friends, and colleagues. This is the only kind of growth that can be sustained over the long term. Acquisitions, aggressive pricing strategies, product line extensions, cross-sell strategies, new marketing campaigns, and all the other implements in a CEO’s toolkit may give a company a short-term boost. But if these gambits don’t ultimately result in delighted customers, the growth won’t last. So it is with market share. A dominant position in the marketplace often gives a company economic advantage. But again: if that potential isn’t utilized ...