Deming, W. Edwards, 71
Dick’s Sporting Goods, 77
Digital Research, 252
DiJulius, John, 26
Direct from Dell (Dell), 217
Disney. See Walt Disney Company
Disney, Walt, 16
diversification. See Customer and Product Diversification
Doherty, Greg, 114
Dollar Shave Club, 14, 188, 213
Dominguez, Frank, 163
Donahoe, John, 141
Donald, Jim, 29, 30
Dreamforce, 166, 266
driverless cars, 246–50
Drucker, Peter, 8
Easterbrook, Steve, 54, 55
eBay, 140, 141
Ella’s Kitchen, 82
Eloqua, 187
EMC Corporation, 256–60
employees, role in customer experience, 23–26, 27
Estée Lauder, 109, 110
ethics, 178, 179, 180–81
execution, 298–300
expansion. See Product Expansion
Facebook, 107, 109
failure rates, 151–52
fast food, 24–27, 50–55
Fiat Chrysler Automobiles (FCA), 246–50
Fink, Larry, 270
first impressions, 193, 197
Fisher-Price, 89, 91, 92
Fites, Donald V., 237
Forbes World’s Most Innovative Companies List, 104–5
Ford, Henry, 34
Fosun Group, 91
Freda, Fabrizio, 109
“freemium,” 165, 167, 193–94
frequent flyer programs, 230–31
Frost & Sullivan, 70
Fulks, Kip, 78–79
Galyan’s Trading Company, 77
Gartner, 15, 159, 164, 188, 218, 259, 266
Garutti, Randy, 26
Gates, Bill, 3, 252, 273
Gates, Melinda, 272
Gateway Computers, 157, 217–18
Georgiadis, Margo, 89
Gerber, 82
Gillette, 14, 211
Glengarry Glen Ross (play), 175
Godin, Seth, 103
Google Play, 189, 201
GoPro, 221–26
Graham, Benjamin, 196
Grameen Bank, 286–90
Gretzky, Wayne, 59
growth, definition of, 3
growth paths, 4–6. See also specific growth paths
context + combination + sequence, 6–7
definition of, 3
knowing when to jump, 294–301
growth stall, 3–4
Blockbuster’s story, 117, 118
churn and, 189
customer base and, 40
definition of, 30
LEGO’s story, 146
Marvel’s story, 133–34
Mattel’s story, 89–90, 92
McDonald’s story, 51–52
metrics, 295–97
Starbucks’s story, 30–31
growth strategies, 2–4
definition of, 3
Gucci, Aldo, 211
Guith, Joe, 217
Gupta, Mayur, 187, 190–91
Harris, Parker, 163
Hasbro, 90, 94
Hastings, Reed, 119
Hauenstein, Glen W., 231
HBO, 200, 202
Hegel, Georg, 266
Hewlett-Packard, 268
high-pressure sales culture, 176–78
Hill, Napoleon, 227
Hoffman, Reid, 140, 242
Home Shopping Network, 221
Honest Company, The, 81–88, 108
House, Pat, 164
Huffington, Arianna, 291
Hulu, 200
IBM, 2, 251–55
Icahn, Carl, 141
Iger, Robert A., 121
India, 128, 224, 306
Instagram, 107, 109, 224, 235
Intel Corporation, 246–55
International Air Transport Association (IATA), 229
International Harvester, 114
Iron Man, 134–35, 137
iTunes, 233–34
Jackson, Phil, 168
JCPenney, 21–22, 65
Jenner, Kendall, 107
Jenner, Kylie, 106–11
Jet.com, 170
Jobs, Steve, 12, 233–34, 267
Johansson, Scarlett, 273
John Deere, 112–16
Johnson & Johnson, 82
Jones, Julio, 78
Kardashian, Kim, 84
Keyes, Jim, 119
Kimberly-Clark, 82
Kindle, 305
Kirby, Jack, 133
Knight, Phil, 75
Knightley, Keira, 273
Knudstorp, Jørgen Vig, 146, 147, 148
Kohl’s, 77, 306
Kovacevich, Dick, 176–78, 179
Kroc, Ray, 24, 50, 53
Krüger, Harald, 248
Krzanich, Brian, 249
Kylie Cosmetics, 106–11
Lampert, Eddie, 56, 59
Lee, Brian, 84
Lee, Stan, 133, 137
LegalZoom, 84
LEGO, 145–49
Lemonade Insurance, 279–85
lifetime value (LTV), 40, 63–64, 187–88, 190, 211
Lore, Marc, 170
loyal customers, 17, 38. See also Customer Base Penetration
loyalty programs
airlines’ story, 230–31
Blockbuster’s story, 118
Sears’s story, 61–62
Sephora’s story, 19, 20, 22
Lynch, Roger, 192
Ma, Jack, 70, 265
McDonald, Calvin, 18
McDonald, Richard and Maurice, 50
McDonald’s, 24, 50–55, 124
McMillon, C. Doug, 169–70, 172–73
Madoff, Bernie, 175
Maguire, Tobey, 273
Maisel, David, 136
Malone, Jo, 106
Mamet, David, 175
Mandonnaud, Dominique, 20, 25
Marchionne, Sergio, 246
Market Acceleration, 5, 70–99
Amazon’s story, 306
Under Armour’s story, 74–80
Blockbuster’s story, 117–18
Customer and Product Diversification and, 130, 152
Customer Base Penetration and, 42, 72
The Honest Company’s story, 74–80
importance of, 70
LEGO’s story, 148
Mattel’s story, 89–95
Netflix’s story, 201, 203
Partnerships and, 238
potential pitfalls, 97–99
Red Bull’s story, 45, 47, 48
Sears’s story, 57, 60
Sephora’s story, 20–21
Shake Shack’s story, 26
Starbucks’s story, 29–30
statistics on, 70
Marvel, 133–39
Marvel Studios, 136–38
Mateschitz, Dietrich, 43–44, 223
Mattel, 89–95
meal kits, 205–10
Meeker, Mary, 305
Merrill Lynch, 136–37
metrics, 295–97
Meyer, Danny, 25–26, 31
Microsoft, 193, 224
Wintel’s story, 251–55
Miller, Arthur, 180
Moellenhoff, Dave, 163
Mogensen, Allan H., 156
monitoring, 295–97
Monster Energy, 47, 224
Moore, Geoffrey, 74
Morissette, Alanis, 216
multiplier effect, 7, 52, 53
&
nbsp; music streaming services, 192–98, 199–200
Musk, Elon, 123, 140, 244–45
Mycoskie, Blake, 273–77
Napster, 192–93, 233–34
Nash, John, 243
Nelson, John, 108, 110
Nelson, Laura, 108, 110
Netflix, 39, 119–22, 199–204
Net Promoter Score (NPS), 28, 35, 296, 313n
Newton, Cam, 78
Nike, 74, 75, 77, 80, 306
Nooyi, Indra, 279
Nordstrom, 62, 85, 170
Obama, Barack, 235
Omotenashi, 15
Operation Crush, 252–53
Optimize Sales, 5, 156–83
Amazon’s story, 304, 306
Churn and, 213–14
Co-opetition and, 262
Customer and Product Diversification and, 130
importance of, 156, 160–61
Kylie Cosmetics’s story, 111
as the “last mile,” 157–60
Lemonade Insurance’s story, 280
Market Acceleration and, 98–99
Partnerships and, 239
potential pitfalls, 181–83
Salesforce’s story, 162–67
statistics on, 156
Walmart’s story, 168–74
Wells Fargo’s story, 175–79
Ortiz, Miguel, 284
Ozan, Kevin, 53
PacSun, 107
Pam Am, 227
Panda Express, 24
Papas, Ilia, 205
Parks Associates, 200
Partnerships, 5, 216–39
airlines’ story, 227–32
Amazon’s story, 85–86, 305, 306
Apple’s story, 233–36
Under Armour’s story, 77–78, 80
Blockbuster’s story, 117–18
Co-opetition and, 262
Customer and Product Diversification and, 130, 152, 153
GoPro’s story, 221–26
The Honest Company’s story, 85–86
importance of, 216–17
Kylie Cosmetics’s story, 107
LEGO’s story, 146–47, 148
Market Acceleration and, 97–98
Marvel’s story, 135–36, 139
Mattel’s story, 90–94
Netflix’s story, 204
PayPal’s story, 142–44
potential pitfalls, 237–39
Product Expansion and, 123–25, 259
Sears’s story, 62
Spotify’s story, 196
statistics on, 216
trust, fairness, and mutual benefit, 218–19, 235
Unconventional Strategies and, 292
PayPal, 140–44
Pemberton, John S., 44
Penney, James Cash, 7, 186
PepsiCo, 44–45, 47
Periscope, 224
Peters, John Sheldon, 284
Peters, Tom, 26
Peterson, Herb, 52–53
Pink, Daniel H., 301
Plank, Kevin, 75, 76, 78
Polman, Paul, 269–70
“pop-up team,” 299
preparation, 297–98
Procter & Gamble, 82, 211
Prodigy, 58
product, definition of, 103–4
product diversification. See Customer and Product Diversification
Product Expansion, 5, 6, 102–26
airlines’ story, 232
Amazon’s story, 305, 306
Blockbuster’s story, 117–22
Blue Apron’s story, 210
Customer and Product Diversification and, 130, 152, 153
The Honest Company’s story, 83, 85–86
importance of, 102
John Deere’s story, 112–16
Kylie Cosmetics’s story, 106–11
LEGO’s story, 148
Mattel’s story, 90, 94
Netflix’s story, 203, 204
Partnerships and, 123–25, 239
potential pitfalls, 124–26
Red Bull’s story, 44, 47–48
Sears’s story, 57, 60–61
Spotify’s story, 194–95, 197
statistics on, 102
Wells Fargo’s story, 179
quotas, 157, 158, 176–77, 181–82, 297
Red Bull, 43–49, 223–24
Reliance Digital, 224
repeat customers, 38. See also Customer Base Penetration
RFM analysis (recency, frequency, monetary), 296
Rhimes Shonda, 201
Robbins, Chuck, 221
Rockstar Energy Drink, 47, 224
Rometty, Ginni, 2
Rosenfeld, Irene, 128
Salesforce, 162–67, 268–69
sales optimization. See Optimize Sales
Salzberg, Matt, 205, 208–9
“scarcity” in marketing, 109
Schreiber, Daniel, 280
Schulman, Dan, 141–44, 147
Schultz, Howard, 28–33
Schwab, Klaus, 292
Sears, 56–65, 168
Sears, Richard, 56, 63
Seed Beauty, 108, 110, 111
“Seller’s Dilemma,” 159, 173, 299
sequence, and growth path, 6–7
Setting the Table (Meyer), 26
Shake Shack, 24–27
Shapiro, Robert, 84
ShoeDazzle, 84
“showrooming concept,” 170–71
Siebel, Tom, 164
Siebel Systems, 164–65
Sinatra, Frank, 228
Sinclair, Chris, 94
Sjöstrand, Johan, 143
Skoll Foundation, 288
Smith, Orin, 29
social entrepreneurship, 264–65, 272–77, 279–84, 286–90
social media, 107, 109
speed as new currency, 147–48
sponsorships, 46, 48–49
sports apparel, 74–80
Spotify, 192–98, 235
Starbucks, 28–33, 211, 275
Stumpf, John, 177
Sun Art Retail Group, 173
Swift, Taylor, 233, 234–35, 236
Swigert, Jack, 117
Takahashi, Dean, 247
Target, 64–65
Taylor, Amy, 47–48
technological advances, 6
ten growth paths, 4–6, 5. See also specific growth paths
knowing when to jump, 294–301
Tesla, 244–45, 249, 268
Thiel, Peter, 140
Tolstedt, Carrie, 177
TOMS Bags, 275
TOMS Roasting Company, 275
TOMS Shoes, 272–78
top-line growth, 1–2, 3, 29–30, 71, 129, 298
Toxic Substances Control Act of 1976, 81
Toy Biz, 134
Toyota, 250
Tracy, Karin, 109
transparency, 81, 285
trial offers, 212
Turner, Patty, 53
TWA, 227
Twitter, 36, 107, 235
Uber, 72–73, 104
Unconventional Strategies, 5, 264–93
Amazon’s story, 307
doing well by doing good, 265–66
the final frontier, 267–69
Grameen Bank’s story, 286–90
The Honest Company’s story, 83
importance of, 264–66
Lemonade Insurance’s story, 279–85
Market Acceleration and, 99
the new sentimentalists, 269–70
statistics on, 264–65
TOMS Shoes’s story, 272–78
&
nbsp; Under Armour, 74–80
Undercover Boss (TV show), 34–35
Unilever, 188, 209, 269–70
United Airlines, 13, 231
Unser, Bobby, 297
Venmo, 142–43, 144
Virtual Computing Environment (VCE), 256–60
Vlahos, Nick, 85, 87
VMware, 256–60
voice of the customer (VOC), 35, 55
volunteer work, 269, 273
Wadiak, Matt, 205
Walmart, 59, 168–74, 306–7
Walt Disney Company, 90, 93–94, 121, 131, 138, 201, 202
Walton, Sam, 56, 264
Waterloo Gasoline Engine Company, 114
Wells Fargo, 13, 175–79
Whirlpool, 60, 62–63
Whitman, Meg, 140
Whole Foods, 169–70, 209, 275, 306
Wilde, Oscar, 175
Wininger, Shai, 280
Wintel, 251–55
Woodman, Nicholas, 221, 223
Xoom, 143, 144
Yoovidhya, Chaleo, 43
Yunus, Muhammad, 287
Zappos, 16, 214
Zeitgeist, 266
Zoradi, Mark, 120
Zuckerberg, Mark, 286
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ABOUT THE AUTHOR
Tiffani Bova is the global customer growth and innovation evangelist at Salesforce. Over the past two decades, she has led large revenue-producing divisions at businesses ranging from start-ups to the Fortune 500. She spent ten years at Gartner, the world's leading IT research and advisory firm as a distinguished analyst and research fellow. Her cutting-edge insights have helped Microsoft, Cisco, Salesforce, Hewlett-Packard, IBM, Oracle, SAP, AT&T, Dell, Amazon-AWS, and other prominent companies expand their market share and grow their revenues. This is her first book.
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