Tilt: Shifting Your Strategy from Products to Customers

The situation can also change for firms that rely on innovation. At these firms, the share of revenue accounted for by products launched in the preceding three to five years is often worn as a badge of honor.

But since no advantage lasts forever, firms invest in innovation, which is a way to find or make new forms of customer value that ideally lead to sustainable competitive advantage.

To achieve its goals, a firm adopts a strategy that spells out how the firm will create value for customers and outdo competitors to achieve its goals.