100 GREAT BUSINESS IDEAS • 35selling concrete as a product by the yard, to selling timely delivery
of a commodity. Delivery was what mattered to customers: getting
the right amount, in the right place at the right time, without
workers waiting or the concrete spoiling. Using methods employed
by Federal Express and ambulance crews, Cemex developed digital
technology to manage the location and dispatch of its trucks.
Now, Cemex uses GPS technology to guarantee delivery of ready-
mix cement within a 20-minute window.
In practice
For Cemex, success was based on a cultural change across
the business. This required a proactive approach to meeting
commitments, developing new ways of serving customers, and
ensuring effi cient operations. Using the following techniques can
achieve breakthrough growth:
-^ Transform the customer’s experience and fi nd new ways to meet
their needs—eg Microsoft developed Offi ce software, and
whatever you think of their business it’s defi nitely got the edge
over typewriting!
-^ Transform the product or service offered to customers so it refl ects
what they value. One approach is to compare your offer with
competitors’ by sorting product attributes into three categories:
basic, differentiated, and exceptional. Then consider how to
develop new advantages and strengthen existing ones to make
your product exceptional.
-^ Change your performance metrics so you can monitor and improve
your customer offer.
-^ Redefi ne your business, possibly by altering the fundamental unit
that customers are charged for, or by revising key metrics used
to measure how well you are selling. For example, some lawyers