Book

Flipped

How Bottom-Up Co-Creation is Replacing Top-Down Innovation

John Winsor

AGATE Publishing, 2010

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Marketing expert John Winsor offers hope to companies that are disconnected from their customers. They must turn the way they do business on its head – employing a “bottom-up” instead of “top-down” approach. Rather than dictating to others from on high, companies should seek closer relationships with their customers and their communities. This book walks business owners through seven important steps to bottom-up business success. It explains the internal strategies organizations should use to get employees thinking in bottom-up terms. And it makes an excellent case for the efficacy of each company developing its own narrative or “story.” While generally applicable, the book suffers from occasional repetition. The bottom line on this bottom-up primer: Although you may not “flip” over it, getAbstract believes this book’s easy-to-follow steps could help you develop a closer, more effective dialogue with your customers, which could lead to lead to new and sustained sales.

Summary

Why “Flip”?

Business has changed dramatically since the heyday of traditional American companies such as General Motors. Thanks to the Internet and the modern media explosion, customers can now find out more than ever before about products and services. Paradoxically, though, despite having a plethora of information at their fingertips, consumers have less time to really dig through the details and choose their preferred brands. Therefore, they need the companies they buy from “to engage them in dialogue.” Customers need their purveyors to reach out to them.

Businesspeople must know their customers intimately and sustain those relationships so their patrons remain loyal to their goods and services. Unfortunately, most companies don’t nurture these relationships. As difficult as change can be, “companies must place their brand within a deeper context of their customers’ lives.” And to learn about your customers’ lives, you must listen to them.

You will not find answers explaining the role your products and services play in your customers’ lives from traditional sources such as focus groups – despite the fact that advertising agencies and their clients continue...

About the Author

John Winsor is chief executive officer of the advertising agency Victors & Spoils in Boulder, Colorado. He cowrote Spark and Baked In with Alex Bogusky.

Flipped

How Bottom-Up Co-Creation is Replacing Top-Down Innovation

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