Acquire a higher share-of-wallet: Issue

Despite the fact that the shift of focus from 'market share' to 'share of wallet' is relatively recent (coinciding almost exactly with the rise of one-to-one marketing, made possible by advances in technology), it has now become a standard performance measure for most major companies.

Today, the competitive advantage once conferred by this view of customer relationships has all but been eroded. In a world in which everyone has the same knowledge, and is operating with the same assumptions and goals, how are you to gain competitive advantage?

When an idea becomes common currency, it is not in the idea itself that the competitive value lies, but in the execution of that idea. Once the revolution has taken place, the problem shifts focus; becomes about transformation. To execute well, you must engineer your business to reflect the new thinking.