Ep 29: Disruptive Customer Insights That Drive Competitive Advantage and Financial Results – Prof. Joe Urbany

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Professor Joe Urbany


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About this conversation
As commoditisation inevitably hits industries, organisations struggle deeply with differentiation and financial growth. Opportunities for competitive advantage, though, are often missed because of consistent misalignment between firm decision-makers and what customers actually value.

We’ll discuss how “disruptive customer insights” can be applied to drive growth through differentiated strategy, innovation, enhanced customer experience and ultimately deliver financial results.


More About The Speaker
Joe Urbany, Ph.D. is Professor of Marketing in the Mendoza College of Business at the University of Notre Dame, Illinois. He was previously Associate Dean of Graduate Programs in the College. He received his Ph.D. from Ohio University.

Professor Urbany’s research and large volume of published work focuses on managerial decision-making, competitive strategy and buyer behaviour. He also consults to a wide range of organisations.

He has been cited by several media outlets, including U.S. News and World Report, USA Today, MSNBC, the Wall Street Journal, and in other international media.


Conversation Notes

  • Disruption is not only about change, it’s about opportunity.
  • Disrupt the value that customers feel they deserve, and what they actually receive.
  • The way you beat competitors is to understand customer decision making better than they do. Do this by conceptualising customer needs and work out how that relates to what is provided in your offering.
  • It’s very important to get very focused on each customer and each competitor, that’s where you get the depth of insight and actionable opportunities.
  • There’s nothing more motivating than someone thinking you’re something you’re not. There’s also nothing more motivating than someone not recognising something you are.


“We tend to think of disruption as an ‘external’ focus, but we need to disrupt our internal organisation first. That’s where it all begins.”


Joe’s Linkedin: Joe Urbany


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