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Most executives believe that winning and keeping customers requires offering something unique. But as physical products are seen as increasingly hard to differentiate, companies resort to branding, gimmicks, and “thinking outside the box.” Meanwhile, customers are less satisfied than they were a decade ago.<br /><br />Patrick Barwise and Seán Meehan argue that most companies have taken differentiation so far that they’ve left their customers behind. Customers don’t want bells and whistles and don’t care about trivial differences between brands. What they really want are quality products, reliable services, and fair value for money. Yet most companies consistently fail to meet these basic customer needs.<br /><br /><i>Simply Better</i> is a no-nonsense, back-to-basics manifesto for today’s businesses. Barwise and Meehan argue that successful differentiation lies not in unique selling propositions, but in generic category benefits, such as good service, on-time delivery, and quality prod