Included in Forbes "Eight Noteworthy Books of 2014" list. "A Top Shelf Best Business Book pick of the Year: Marketing" -- strategy+business magazine "Tilt is a must read for business heads as it will allow them to have a relook at their strategy. Investments made in understanding consumers and designing specific solutions for them have a much bigger payoff than upstream investments, which can be outsourced to a large extent." -- Business World magazine "makes a strong argument for marketers to actively dictate and manage the expectations of the markets in which they operate." -- Quirk's Marketing Research Report ADVANCE PRAISE for Tilt: Don Tapscott, best-selling author or coauthor of fifteen books, most recently Macrowikinomics-- "Dawar deftly explains why competitive advantage is being seized by companies that understand how profoundly customer relationships have changed in a networked economy, and how your company can achieve similar success." Russell S. Winer, William H. Joyce Professor of Marketing; Chair, Marketing Department, NYU Stern School of Business-- "In this highly readable and important book, Niraj Dawar offers marketing managers a road map for obtaining a sustainable competitive advantage. By 'tilting' toward their customers and their interactions with them, marketers will move from product-centric to customer-centric thinking and increase their success in today's highly competitive marketplace." Arkadi Kuhlmann, CEO, ZenBanx Inc.; former Chairman and CEO, ING Direct-- "Tilt challenges us to place customers at the heart of strategy. With product cycles shortening and product costs shrinking, this book brings to life a deeper understanding of how strategy can be made more powerful. A must-read." Chris Barrow, Chief Strategy Officer, Heineken N.V.-- "Given the changes in the consumer goods industry, Tilt really got me to think in a different way. It puts a new focus on understanding and leveraging any organization's customers and consumers. An essential read for all current and aspiring C-level executives." Rohit Deshpande, Sebastian S. Kresge Professor of Marketing, Harvard Business School-- "The democratization of technology, the flattening of the earth, and emergent market disruptors are fundamentally changing how we should think about competitive strategy. Niraj Dawar makes a powerful argument for tilting company resources from upstream to downstream value creation in order to capture and retain customers. Read this book." Vivek Mehra, Partner, August Capital-- "This book will shake the faith of any tech start-up's product obsession. It provides a fresh new way of looking at market dynamics, customers, and competition. Tilt is essential reading for entrepreneurs and executives building successful businesses, not just better products."