The 24-Hour Customer

The 24-Hour Customer : New Rules for Winning in a Time-Starved, Always-Connected Economy

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In The 24-Hour Customer, Adrian C. Ott-the CEO and founder of a top Silicon Valley-based consulting firm-challenges businesses to re-conceive their approaches to time and technology in order to win an unprecedented share of their customers' attention and loyalty. Filled with powerful and provocative ideas, The 24-Hour Customer is an indispensible handbook for any company competing for business in today's around-the-clock economy.
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Product details

  • Hardback | 240 pages
  • 152.4 x 231.14 x 22.86mm | 385.55g
  • HarperCollins Publishers Inc
  • HarperBusiness
  • New York, United States
  • English
  • black & white tables, figures
  • 0061798614
  • 9780061798610
  • 874,118

Review quote

"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." -- -Publishers Weekly "Ott is revolutionizing marketing by adding the concept of time.... [Her] eye-opening arguments will appeal to business readers who want their companies to remain viable in ever-changing and evolving marketplaces." -- -Library Journal "[Ott's] style is patient and nurturing as she conducts lessons that apply equally to consumers or businesses. Recommended for readers who want serious business improvement help." -- -Sacramento Book Review "To many consumers, time is more important than money. Today's managers need to factor this key concept into their marketing programs. Adrian Ott provides the battle plan for doing so." -- Al & Laura Ries, bestselling authors of The Fall of Advertising and the Rise of PR "This outstanding book is much more than just another guide to coping with a changing world. Adrian Ott demonstrates, through solid research and compelling case histories, how customer attention has become a more precious commodity." -- Michael J. Gelb, Author of How to Think Like Leonardo Da Vinci and Innovate Like Edison "In her new book, Adrian C. Ott asks us to consider not only alternative products or services but alternative uses of time, and this brilliant insight is a conceptual home run. This should be must reading for any manager who wishes to acquire and retain customers in this new era." -- Peter Sealey, Ph.D, Former CMO of The Coca-Cola Company, Adjunct Professor of Marketing at the Peter F. Drucker School of Management "The 24-Hour Customer contains a BIG idea that can payoff in BIG results. Adrian clearly demonstrates how today's multi-screen, multitasking culture is driving vast changes in customer behavior. Leaders who want to successfully compete in today's marketplace must read this book-and act." -- Robert H. Miles Ph.D, former Harvard Business School professor; co-author of BIG Ideas to BIG Results; president, Corporate Transformation Resources "Adrian's book outlines an innovative approach using a new lens to view the critical and increasing importance a customer's "time" plays in their purchasing cycle. She uses this same lens to provide useful insights on how to design business strategies to create new market opportunities and achieve sustainable market position." -- Steve Steinhilber, Vice President Emerging Solutions Ecosystems, Cisco Systems; author Strategic Alliances "The 24-Hour Customer is a great read for any executive who needs to apply fresh thinking to products and solutions. Adrian's strategic perspective provides many "lightbulb" moments, and, by reading this fascinating book, you'll come away with great new ideas to breathe more life and creativity into your marketing." -- Marlene Williamson, VP, Customer Marketing, Ericsson, IP & Broadband Division "It is rare that a book introduces a new concept that is scrumptious to strategy-oriented executives' appetites, but Adrian Ott's insightful "Money Value of Time" makes you say, "Of course! Why didn't I think of that!" The 24-Hour Customer is a thoroughly enjoyable and useful book." -- Carol Mills, board member of Adobe Systems, Tekelec, and Blue Coat Systems; former CEO of Acta Technology "In this book, Adrian Ott appealingly explains the role of the increasingly important trade-off between time and value in driving strategy. If you understand the rules within, they will enable you to use time as a competitive advantage in vying for the attention, and wallet, of your customer." -- Saul J. Berman, Vice President and Global Strategy & Change Consulting Leader, IBM Global Business Services "In The 24-Hour Customer, Adrian takes the concept of time in a new direction by applying it as a strategic lever-one that can influence the design, positioning, marketing, selling and usage of your products and services. It is well worth your time to read it!" -- Peter van der Fluit, Senior Vice President Licensing, TomTom N.V. "If you are as time-starved as the rest of us you must read "The 24-Hour Customer". Adrian Ott gives the reader a crystal clear perspective on how to focus on the right strategies to break through in a world where fighting for attention is the key to winning." -- Glenn Osaka, Senior Vice President, Juniper Networks "Adrian Ott lays out a compellling argument for honoring consumer's limited time and attention, especially in health care. Viewing consumer's needs through the lens of their situation, not just their wants and needs, provides a fresh perspective for marketing professionals." -- Anna Lisa Silvestre, Vice President, Online Services, Kaiser Permanente "In The 24-Hour Customer, Adrian Ott offers a very new way of looking at things, which is both ground-breaking and pragmatic. A must-read for executives who want to succeed in today's fast changing marketplace." -- Amanda Setili, Chair and past President, Harvard Business School Club of Atlanta; Adjunct Professor, Goizueta Business School, Emory University " Resting on solid market research and clearly demonstrating how deeply our "connected" society is affected by this new economy, this book is essential reading for any company that wishes to understand the future of the marketing, social interaction, and ultimately customer satisfaction and loyalty." -- Ingrid Summerfield, President & COO, Joie de Vivre Hospitality "Adrian Ott brilliantly succeeds in providing a unique and useful framework to analyze, understand, and put to work the time-related trade-offs we make. For executives in small and large companies alike, this book is not to be missed." -- Robert van Eijk, Vice President, Royal Philips Electronics
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About Adrian C. Ott

Adrian C. Ott, CEO and founder of Exponential Edge, Inc., was called "one of Silicon Valley's most respected (if not the most respected) strategist" by Consulting magazine. She has worked with some of the most innovative Fortune 500 and start-up companies in the world to gain a market edge in today's exponential economy. Prior to founding Exponential Edge, she was an HP executive who was recognized in an annual report for "infusing HP with new revenue streams and new technologies and new business models." She holds an MBA from the Harvard Business School and a BS from UC Berkeley. She lives in the San Francisco Bay Area.
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Rating details

42 ratings
3.73 out of 5 stars
5 33% (14)
4 26% (11)
3 24% (10)
2 14% (6)
1 2% (1)
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