Renovate Before You Innovate by Sergio Zyman
From the book Marketing Gurus compiled and written by Chris Murray.
"Renovate Your Customers' Brand Experience"
Even though you might think you're selling a product or a service, you're actually selling an experience. That experience is often the only significant thing that separates you from your competitors. In most cases, experiences have little to do with the products themselves, no matter how hard the companies that offer them try to make a connection. Harley-Davidson motorcycles, for example, are not the most comfortable, fastest, best-designed...
