Simply Better is well titled. Admirably clear, it puts new life into old truths,
contributes many new ones - and elegantly punctures quite a lot of old
nonsense.
Sir Martin Sorrell, CEO WPP

Deserves a warm reception. Simply Better is a compelling articulation of
the argument that - whilst creativity matters - high-quality service delivery
is invariably the basis of success.
Philip N L Chen, Director and COO, Cathay Pacific Airways

Simply Better is an essential book filled with refreshing advice on
discovering and delivering what customers really need. Written in fluid,
engaging prose replete with examples, it deserves the attention of all senior
managers.
Bill George, former Chairman and CEO of Medtronic, Inc. 
and author of Authentic Leadership

Too often, companies forget the core needs of their customers. This book
is a good reminder to get the basics right. Managers may disagree with the
message, but they cannot ignore its importance.
Matti Alahuhta, Executive Vice President, Nokia 

Too many firms focus on creating minor brand differentiators but they
fail to deliveron the basics of a product category. Controversially but
persuasively, Barwise andMeehan reveal the competitive advantage of
simply giving customers what they really want.
Philip Kotler, S.C. Johnson & Son 
Distinguished Professor of International Marketing, 
Kellogg School of Management, Northwestern University

A very impressive, provocative book-not just a repetition of what you
already know, but a frank analysis of what you can do simply better than
your competitors. 
Helmut Maucher, Honorary Chairman of Nestlé S.A.

Simply Better reminds us that customers' logic should always trump
suppliers' logic. It is a back-to-basics business manifesto for all levels of
management across industries.
Nobuyuki Idei, Chairman and Group CEO, Sony Corporation

This is a book about marketing for people who have read too many books
about marketing... [Simply Better] is a welcome book that sheds light on a
glaring deficiency in contemporary business culture... the empathy gap
that exists in all too many executive suites.
Gary Silverman,  Financial Times