Top Highlights

• When asked how he would characterize an essential term like innovation, he replied, “a solution is not truly successful unless it grows a brand while generating noticeable change in the core business.”
• you quickly become aware of a common belief in the importance of what you do with customers rather than what often is done to customers in the pursuit of one more sale. They believe it is time to take the “to” out of one-to-one marketing.
• Jespersen and Rapp argue for reshaping business fundamentals to reflect what is described as a “one-plus-one” future.