Overview

Winning through Platforms achieved #1 bestseller status, and is a Best Business Book Awards winner for 2024. It is your new go-to guide for modern competitive advantage. Digital platforms are no longer for just the tech elite. They’re spreading to every company and industry, powered by the growth of customer sensors, streaming data, and artificial intelligence—lighting the valuable customer Use journey that was formerly dark. How will you succeed when your markets get platform-crowded? Three senior advisers to the world’s leading technology companies reveal how to win through platforms when every competitor has one. Winning Through Platforms decodes growth moves from a decade of platform competition, communicates them through a platform playbook. It’s a treasure trove of 24 proven platform strategies—such as customer coalition design, in-use enrichment, AI branding, and much more. These playbook strategies are delivered through engaging stories of over 50 companies, plus proprietary frameworks and workshop-style questions that lead you to act. This game-changing playbook will teach you how to: Revitalize your business through strategic use of platforms Design platforms that are compelling to customers and hard for competitors to match Accelerate in-market growth through brand-and-demand excellence that spans your customer’s entire platform journey Innovate in high-impact benefit areas to differentiate your platform Elevate your customer’s personal platform experience Transform your enterprise and operations to drive superior performance Every CEO, innovator, go-to-market leader, and aspiring professional will gain valuable insight through this book. Whether your company is just starting on its first platform journey or is a born platform disruptor, this book will transform your ability to win. Learn the platform playbook. Find and apply your plays. This book forms part of the American Marketing Association (AMA) leadership series.

Full Product Details

Author:   Ted Moser (Prophet, USA) ,  Charlotte Bloom (VSNRY Inc, UK) ,  Omar Akhtar (USA) ,  David Aaker (Professor Emeritus of Marketing and Public Policy, Haas School of Business, University of California, Berkeley)
Publisher:   Emerald Publishing Limited
Imprint:   Emerald Publishing Limited
Dimensions:   Width: 13.80cm , Height: 2.00cm , Length: 21.60cm
Weight:   0.467kg
ISBN:  

9781804553015

ISBN 10:   1804553018
Pages:   376
Publication Date:   10 December 2023
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Foreword; David Aaker INTRODUCTION Winning through Platforms Light the Dark Learn the Playbook, Find Your Plays New Rules, New Mindsets Your Journey Begins THE PLATFORM PLAYBOOK Strategic Advantage and the Kaleidoscope Part One: Portfolio Plays Chapter 1.1. Optimal Platform Role(s) Part Two: Design Plays Chapter 2.1. Customer Coalition Edge Chapter 2.2. Pivotal Persona Value Chapter 2.3. Platform-Wide Differentiators Chapter 2.4. Magnetic Offer Architecture In-Market Advantage and the Bee Part Three: Demand Plays Chapter 3.1. Brand-Demand Lead Engine Chapter 3.2. Lead-to-Sale Smoothing Chapter 3.3. Success to Momentum Chapter 3.4. In-Use Enrichment Chapter 3.5. Catalytic Community Chapter 3.6. Customer Renewal and Expansion Part Four: Innovation Plays Chapter 4.1. Reimagined Flows Chapter 4.2. Richer Ecosystems Chapter 4.3. Better Data Deal Chapter 4.4. Brands Get Brains Chapter 4.5. Reality Shifts Chapter 4.6. Visibility for Good Alignment Advantage and the Synchronized Swimmer Part Five: Interaction Plays Chapter 5.1. Full Journey Engagement Chapter 5.2. Dynamic Segmentation Chapter 5.3. Agile Content Chapter 5.4. Adaptive Innovation Part Six: Transformation Plays Chapter 6.1. Enterprise Body, Mind & Soul Chapter 6.2. Collaborative Go to Market Chapter 6.3. Growth Operations ACTION Transformative Leadership Company Leadership Key Function Leadership

Reviews

If you value fresh thinking, you’ll love this playbook. I’ve led platform initiatives across multiple industries – architecture, engineering, manufacturing, and trust intelligence – and the book’s platform plays apply insightfully to each one. It’s a thought-provoking guide, supported by compelling business examples, that can help you unleash broad growth opportunities through the power of digital platforms. It seamlessly leads you from strategic business decisions that unlock growth to best-in class-execution that produces tangible results. -- Lisa Campbell, One Trust CMO, former CMO & EVP - Business Strategy and Marketing, Autodesk I wish I’d had Winning Through Platforms while I was at Microsoft evaluating our opportunities to apply AI for business and build ecosystems for platforms like Power BI. Creating shared value through cloud platforms is never accidental; fortunately, the authors systematically explain to readers how to creatively make platforms their catalyst for future growth, across industries. This playbook is an important new tool for leaders as they make strategic choices for the future of their business -- Greg Nelson, former Microsoft VP-Partner Ecosystem and General Manager-Business AI Winning through Platforms isn’t just any playbook – it’s a conceptual and practical blueprint for creating value in a world that increasingly runs on digital innovation. As a healthcare executive who leads systems transformation, I’ve found the book to be an indispensable strategic ally. It will speak to everyone charged with developing platform approaches to business. The clear and actionable ideas it provides for navigating the human dimensions of platform change are essential for every executive -- David Grandy, VP-Strategic Innovation, Kaiser Permanente This book is a tour de force, providing a comprehensive roadmap for platform-based digital strategies. It is astonishingly broad in scope, organized with a rich conceptual model, and full of deep insights that lead to actionable strategic options. The book is also incredibly timely in the way it addresses topics like Artificial Intelligence and Extended Reality. Every executive, manager, and rising professional who needs to cut through confusion around intelligent platform will benefit greatly by reading and applying Winning through Platforms. -- David Aaker, Professor Emeritus of Marketing, UC Berkeley, and AMA Hall of Fame

Author Information

Ted Moser is a Senior Partner at Prophet, a growth and transformation consultancy, where he helps category-leading digital platform clients to anticipate market evolution, craft distinctive value growth strategies, and realize their ambitions. Ted’s client work spans innovation, branding, go to market excellence, and operating model transformation. A Wharton School MBA with highest honors in Strategy and Marketing, he previously co-authored Profit Patterns with Adrian Slywotziky to identify how profit pools shift with Internet business model innovation. He is a decades-long digital innovator for global financial inclusion. Charlotte Bloom is the CEO of VSNRY, a strategic consulting firm, where she works with visionary leaders to identify and bring to market industry-defining business strategies and innovations. Her clients have successfully launched new businesses, pivoted to more lucrative business models, been acquired and IPO’d. She is an advocate for women and ally to businesses that make the world a better place. Omar Akhtar conducts research and advises companies on best practices in data, technology and go-to-market excellence. His research publications include digital practice benchmarks, maturity models, guides for developing strategies, and frameworks for evaluating people, processes, and technologies.

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