In his new book Matthias Schrader, co-founder and CEO of SinnerSchrader, puts the digital transformation on its feet. Whoever starts the digital transformation at the company has already lost. In the meantime, digital products from companies such as Google, Apple, Facebook and Amazon are conquering the everyday life of users. They successfully penetrate sectors such as banking, insurance, telecommunications, retail and automotive. Many companies are in danger of losing their relationship with their customers. They become interchangeable. Matthias Schrader deciphers the code behind the Transformational Products, with which Google & Co. successfully reshape entire markets. The book also provides a playbook for the successful development of Transformational Products in the corporate context. In the end, it bridges the gap between product development and the digital transformation of companies. Transformational Products turn classic marketing into a legacy and thus from a solution to a problem. The weapons of advertising (promotion), distribution (place) and pricing policy (price) have become blunt. Digitisation is a huge challenge for the product, the fourth P in the marketing mix. The focus on the product as a success factor forces companies to focus on the concrete value-added contribution for their customers.
In couture terms, casual describes the trend of Fortune 500 CEO's to exchange three-piece suits for jeans and sneakers. These new fashion statements are closely linked to a much bigger revolution in business itself. Google, Apple, Facebook, and Amazon are turning the world digital as we speak. Their products offer unknown convenience - and in the process everything is becoming casual. This is the springboard that is enabling the Internet giants to insert themselves into many conventional businesses, for example banking, insurance, telecommunications, retail, and automotive. In the Casual Economy, many enterprises are in danger of losing contact with their customers, becoming interchangeable - and therefore indistinguishable. This book traces the roots of the Causal Economy and explains what is driving it, namely Transformational Products. It decodes the secrets that lie behind Transformational Products and explains how Google & Co. are able to reformat entire markets seemingly at will. It includes a Playbook as a guideline for corporations to successfully create their own Transformational Products. In doing so, this book draws on SinnerSchrader's more than two decades of deep experience developing successful digital products.
