The Myth of Excellence

Crawford, Fred; Mathews, Ryan
January 2001
Myth of Excellence - Business Book Summaries;2001, Vol. 1 Issue 1, p1
Book Summary
Book Summary
Thus, a new consumer has emerged for whom the critical elements of any commercial transaction are no longer capital, goods, and services but are, instead, the human qualities of the people or companies exchanging those elements-qualities that have been lost elsewhere in society. Consumer Relevancy, the new market model espoused by Crawford and Mathews, drives top-line growth by aligning commercial context with realized human values that are increasingly absent elsewhere in society. According to the authors, every business transaction can be broken into five attributes-price, service, access, experience, and product-to which consumers have assigned their own meanings. Consumers care far less about the geographic location of a business than they do about getting what they want once they arrive. Experience is not synonymous with &x201c; entertainment&x201d;, customers want to be treated as human beings with unique requirements, not like human purchase orders who must be persuaded into buying more than they need. &x201d; Thus, Consumer Relevancy asserts that (1) businesses need to address the need for human values as the contemporary currency of commerce.


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