Playing To Win Means Putting Your Customers First: Roger Martin In Forbes
"The book is tightly tied to the idea of customer capitalism," he explains, which is when a company chooses a distinct set of customers and addresses their needs. Companies that don't lay out a specific strategy aren't able to target and satisfy a particular group of customers. And that is what Martin says makes the most successful businesses—happy customers. Martin is currently the Dean of the Rotman School of Management at the University of Toronto and was formerly the strategic adviser for P&G. His breakthrough method of integrative thinking and unparalleled knowledge of business strategy is regularly sought after in the media and for public lectures.