The myth of excellence（杰出的神话）

Ex•cel•lence (n.) 1. The clearly false and destructive theory that a company ought to be great at everything it does. 2. A mistaken goal in which the predictable outcome is that the company ends up world-class at nothing—not well-differentiated and therefore not thought of by consumers at the moment of need.
Based on exhaustive research, The Myth of Excellence provides conclusive evidence of the futility of trying to be excellent in all aspects of a commercial transaction—price, product, access, experience, and service. Instead, the strategy for your products and services should be to dominate on one element, differentiate on a second, and be at industry par (i.e., average) on the rest. Yes, it is okay to be average as long as your customers know specifically where and how you are superior and world-class.
　　作者简介：FRED CRAWFORD is executive vice president and global sector leader of Cap Gemini Ernst & Young's consumer products, retail, and distribution consulting practice. From his base in New York City he travels the globe working with senior executives on how to reach today's elusive consumer.

Acknowledgments
Introduction to the Paperback Pdition
Preface
CHAPTER 1 Field Notes from the Commercial Wilderness
CHAPTER 2 The New Model for Consumern\ Relevancy
CHAPTER 3 Would I Lie to You?The Overrated Importance of Lowest Price
CHAPTER 4 I Can't Get No Satisfaction:Service with a Smile
CHAPTER 5 I Still Haver't Found What I'm Looking For:Access,Physical and Psychological
CHAPTER 6 Why'Good 'Is Good Enough:Choice and the Issue of Product Bandwidth
CHAPTER 7 Do Yoy Realy Get Me?The Experience Factor
CHAPTER 8 Making Consumer Relevancy Work
CHAPTER 9 Supply-Chain Realities
CHAPTER 10 Consumer Relevancy and the Future
Notes
Index