Connected Strategy

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Business executives across various industries are facing an overwhelming array of technological advancements that facilitate new business models. A key theme among these developments is the transformation in how firms connect with customers. Instead of sporadic interactions, companies aim for continuous engagement, delivering products and services as needs arise—often even before customers recognize them. Leading firms like Nike, Disney, Progressive Insurance, McGraw-Hill Higher Education, Medtronic, Hewlett-Packard, and Tesco are pioneering connected strategies that enhance customer experiences while improving operational efficiencies and reshaping their sectors. Experts Nicolaj Siggelkow and Christian Terwiesch explore the rise of these strategies across different industries, illustrating how they reconcile the balance between exceptional customer experience and cost efficiency. They outline methods for companies to formulate, design, and implement connected strategies, highlighting four pathways: respond-to-desire, curated offerings, coaching, and automatic execution. This approach transforms occasional interactions into lasting relationships, guiding businesses toward sustained success and innovation.