“Read this book if you want to build a business model of the future.”

Reid Hoffman, Co-founder of LinkedIn, Partner at Greylock, and co-author of Blitzscaling


Building Continuous
Customer Relationships
for Competitive Advantage

Connected Strategy featured as one of the best business books in 2020.

“Connected Strategy really challenged my thinking about how to address the potential disruptive impact of technology on banks…This was one of the business books that I read all the way though in one sitting and will be on the holiday reading list for my leadership team.”

-Ather Williams II,
Senior Executive Vice President and Head of Strategy at Wells Fargo,

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What Are the Experts Saying?

Michael Porter

Bishop William Lawrence University Professor at Harvard Business School

“Siggelkow and Terwiesch’s important book addresses the major transformation in how companies interact with customers in the digital era. This is reshaping almost every dimension on which companies compete, including customer information sharing, much more collaborative marketing, developing new kinds of products and services together with new support models….”

Adam Grant

New York Times bestselling author of ORIGINALS and GIVE AND TAKE

“In a connected world, companies live and die on their ability to create great customer experiences. In this book, two leading experts on strategy and innovation team up to explore how to do that in a rapidly changing world. Their lively, practical book offers rich cases, evidence, and frameworks for gaining and maintaining a competitive advantage.”

Reid Hoffman

Co-founder of Linkedin, Partner at Greylock, and co-author of Blitzscaling

“This insightful book blends real academic rigor with practical, step-by-step tools that can help you design innovative business models for the Networked Age. Connected Strategy shows how to leverage continuous connectivity and emerging AI to make deep relationships that benefit customers and businesses alike. Read this book if you want to build a business model of the future.”

William McNabb

Former Chief Executive of The Vanguard Group

“In their brilliant new book, Nicolaj Siggelkow and Christian Terwiesch upend traditional thinking about how to build enduring customer relationships that create competitive advantage. What makes this book special – and a must read – is the combination of a novel way of thinking about customer relationships with specific, practical advice on how to implement these ideas. I just ordered a stack of copies for my colleagues!”

Sarah Guo

Partner at Greylock

“Siggelkow and Terwiesch give companies a North Star for prospering in the connected age. Their take on the tech-enabled re-architecture of both customer experience and the value chain is smart and grounded. Read and apply it, because the basis of business competition has changed.”

William P. Lauder

Executive Chairman, The Estée Lauder Companies, Inc.

“A timely and practical guide and a great resource for how to create deeper relationships with consumers.
In today’s increasingly competitive environment, connected strategies that seamlessly link consumers, companies, and suppliers will be the future in many industries.”

The work on Connected Strategy has been shortlisted for the prestigious Thinkers 50 award (the “Oscars of Management”).

What Will You Get Out Of The Book?

Strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies across a broad array of industries and show how these strategies work, how they eliminate the trade-off between superior customer experience and low cost, and how companies can formulate, design, and implement them.


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What Our Readers Are Saying!

“Connected Strategy made me think about serving customers in a completely new way and left me excited by the opportunities. I loved the interesting examples across industries – highly engaging and thought-provoking read!”

Sophie, Seattle

“Loved reading #ConnectedStrategy. Easy to follow and worksheets very actionable – definitely worth the time to fill them out! Really liked the examples in the book. Thanks @NicSiggelkow and @terwiesch!”

Neil, London

“As a practicing primary care physician, I found this book a fascinating read. There is an urgent need to connect with patients more continuously and deliver more preventitive services. The book provides very practical templates and ideas to help healthcare leaders deliver a more connected healthcare experience!”

Akshat, Philadelphia

Connected Strategy will help every investor answer the #1 question today: in a world of rapidly changing technology-enabled business models, who will win and who will lose?”

Nick, Sydney

Connected Strategy Podcast

Book On a Slide

About The Authors

Christian Terwiesch is Professor of Operations at the Wharton School of the University of Pennsylvania. He is a co-director of the Mack Institute for Innovation Management. Christian has helped companies become more innovative, often by implementing innovation tournament events and by helping to restructure their innovation portfolio.

Nicolaj Siggelkow is Professor of Management at the Wharton School, University of Pennsylvania. He is a co-director of the Mack Institute for Innovation Management. Nicolaj has run strategy workshops for Fortune 500 organizations and small firms alike, helping develop and analyze their strategies.


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