INTRODUCTION
Social challenges 12
The biggest digital transformation ever 13
The start of new customer expectations 14
The Offer You Can’t Refuse 16
The research for The Offer You Can’t Refuse 17
The soundtrack of The Offer You Can’t Refuse 19
PART 1. THE OFFER YOU CAN’T REFUSE
CHAPTER 1. CUSTOMER EXPECTATIONS GO FURTHER THAN EASE OF USE
The new minimum 24
How Big Tech moulded the digital norm 25
The largest digital training session ever 26
The new minimum goes beyond digital interfaces 27
Starbucks, mobile commerce and China 27
Meituan Dianping 29
The new form of disruption: good quality, low price and direct delivery to the end user 31
Excellent service is the new commodity 33
Me and the world 34
Hopes, dreams and ambitions 36
The paradox of modern society 37
Concern 1: climate 40
MAX Burgers is climate neutral 41
Concern 2: technology 43
The Digital Dark Side 45
Concern 3: health 47
The Offer You Can’t Refuse 49
CHAPTER 2. THE OFFER YOU CAN’T REFUSE MODEL
Surprising that Spotify made it! 54
The Offer You Can’t Refuse 55
Four strategies for building The Offer You Can’t Refuse 56
At last! A smart fridge 57
Aladdin’s lamp 58
Work your way up! 60
Centraal Beheer: NPS +50 61
‘Small Dents’ Days, outstanding digital interfaces and a ‘royal goodbye’ 62
Partner in living 63
Centraal Beheer: an ‘Offer You Can’t Refuse’! 64
Restaurant Addo in Seattle 65
And in my industry? Do I really have to do everything? 67
Hopper solves a problem that consumers have been wrestling with for years 68
Suddenly it gets urgent 70
Verstraete IML: the story of a printing company in full transformation 71
War on plastic 72
The holy grail 73
Where is your company? 75
A world with technology that goes much further than straightforward ease of use 75
PART 2. GENERAL PURPOSE TECHNOLOGIES
CHAPTER 3. FOUR TECHNOLOGIES THAT GO FURTHER THAN ULTIMATE EASE OF USE
Complex challenges 80
General purpose technologies 81
5G: more than just faster internet 83
5G hospitals 84
Artificial intelligence 86
A digital companion 88
The start of the AI curve 89
Quantum computing 90
The rapid development of medicines 92
Robotics 94
A robot boom in China 96
The mature smartphone curve 98
Alexa, set the timer for eight minutes, please! 99
The second half of the curve? 100
Technology for good 102
The customer wants more – and the technology can provide it! 104
PART 3. STRATEGIES FOR THE OFFER YOU CAN’T REFUSE
CHAPTER 4. LTIMATE CONVENIENCE
Tinder wipes its competitors off the screen 112
Personal butlers 113
The automation of your weekly shopping 114
McDonald’s and Dynamic Yield 115
Do people really trust all this automation? 116
The characteristics of the interface of the future 117
Toutiao 119
A filter on everything 120
Amazon’s filter on products and brands 122
Nike pulls the plug 124
Two scenarios 126
The ultimate convenience: automatic and invisible 127
Help! I can see a lion! 129
How can I get started? 130
Convenience as the driver of loyalty? 130
CHAPTER 5. PARTNER IN LIFE
Human energy and money are scarce resources 134
The changing mission of Booking.com 135
Google wants to make everything in life easy 136
The three steps to a ‘partner in life’ approach 137
Grab 152
How can I start my ‘partner in life’ strategy? 153
CHAPTER 6. SAVE THE WORLD
There is a sense of social responsibility in all of us! 158
Marks & Spencer has had a sense of social responsibility from its very first day 159
How to save the world? 160
The New Year’s letter from the CEO of BlackRock 162
The weakness of a purpose 163
What societal problems will your company solve? 164
From authenticity to a sense of responsibility 166
Twitter versus Facebook 167
How to set your products on fire – safely 169
The concept of shared value 171
Three strategies for applying the shared value philosophy 172
The end of the trade-off 174
Impossible Foods, Beyond Meat, Greenway Foods and many others 176
Three implementation guidelines for your ‘save the world’ strategy 178
PART 4. SUCCESSFUL IMPLEMENTATION
CHAPTER 7. THE OFFER YOU CAN’T REFUSE FOR EMPLOYEES
One of the greatest myths in the world of customer satisfaction 188
HR departments in transformation 189
The war for talent 190
The Offer You Can’t Refuse for employees 191
Ultimate convenience 193
The Evernote dispenser 194
The 95%-5% rule 195
Working from home versus working in the office 196
GE: a culture of simplicity 197
Partner in life and career 198
At PPG everyone is a painter 203
Adobe makes its employees ‘an offer they can’t refuse’ 205
Employee experience goes further than HR 207
Employee experience ensures a guaranteed return 208
How can I start to build an offer that my employees can’t refuse? 209
CHAPTER 8. THE HOURGLASS MODEL - A PRACTICAL INNOVATION MODEL
The Hourglass model – a practical guide for The Day After Tomorrow 215
The origin of The Day After Tomorrow 215
A model based on films 216
Three horizons 217
What does YOUR Day After Tomorrow look like? 219
The hourglass model 220
Sense 222
Try 223
Leaders become losers 225
From zero to one and from one to N 226
A LAT relationship 227
Use your Offer You Can’t Refuse strategy as fuel for the zero to one element of your hourglass 230
CHAPTER 9. DO IT BETTER
Luigi’s cafe starts an online game show 237
Blends of industries 238
Ethical choices: machines that lie? 239
Ethical choices: do you ever want to let go? 240
Eternal 242
Transparency in everything you do 243
Case: Veja 243
Tailwind markets 245
How Egmont got the wind in its sails 245
The end customer. Always. 247
End customer focus in B2B 248
Disney+ 249
Responsible decisions 250
Finally. I can’t wait! 251
Thank you 252
End notes 255
