Essentially blowing away the threadbare notion that customers buy because of the value they see in an offering, Lewis unveils a profound new business model that rests on his pioneering concept of Outside-In Revenue Generation.
He shows that vendors are too often trying to solve the wrong problem because time and time again, customers actually do “get it”, they understand the offering and truly believe in its value, and yet they still hesitate or fail to buy.
From his transformational decoding of the Buying Journey DNA through to the robustly practical Market Engagement Strategy, Lewis shows that for those whose success and livelihood depends upon positive revenue generation, the only rational course of action is to map, manage and positively influence the end-to-end Customer Buying Journey.
