The 24-Hour Customer

May 24, 2010
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 It's outdated, argues Ott, a consultancy firm CEO; time is now much more important than money to consumers.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.

August 1, 2010

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

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