Customer Driven Disruption – Book


Disruption – the brutal roiling of markets, the decline of long-established brands and products, and the rise of new upstarts – drives business failure and success. Most people think technology causes disruption, but technology merely enables it. Changing customer needs cause disruptions, and too many businesses get caught unaware.

SKU: 978-1523099757


Disruption holds diverse interpretations among individuals. Some perceive it as the innovator’s dilemma, while others hail it as a commendable challenge. Nevertheless, for struggling companies and their employees, it often translates into a distressing ordeal.

However, these varying viewpoints overlook a crucial aspect. In his book, Suman Sarkar contends that disruption is less about technology or innovation and more about the evolving expectations, desires, and demands of customers. He asserts that companies frequently overlook the very customers who could potentially revitalize their business.

Sarkar underscores the significance of listening to customers. They offer invaluable insights into their wants and needs. Within this book, Sarkar offers guidance on the timing and method of listening to customers, emphasizing why it’s pivotal for companies to prioritize this practice.

What Others Say

There’s no use building a bridge if your customers don’t want to go there. This book shows you new ways to prioritize your customers. How can you use engage with changing customer needs—not just push old products at new needs? How can you win by helping your customers win?

Bob Johansen
Distinguished Fellow / Institute for the Future

Suman Sarkar’s ‘Customer Driven Disruption’ is not just another book preaching customer focus to business executives. Rather than restrict himself to homilies, Suman lays down five strategies that can help bring the ‘C’ into business planning. He illustrates each strategy with a rationale backed by numbers and specific steps to bring it to life with examples from across industries. The book ends with a set of guiding questions that can be used by thoughtful executives either by themselves or in a team setting to develop an action plan for their organizations.

Milind Yedkar
General Manager, Asia Pacific & Japan, Cloud Client Computing / Dell

This book disrupts disruption! It redefines what causes disruption and what you can do about it. It accomplishes this with an elegant paradigm shift that’s profound and yet simple. Suman’s conclusions are based on powerful insights from research, case studies of leading companies, and decades of business experience. You will never think of disruption in the same way again.

Praveen Madan

Suman Sarkar redirects the focus back to what made your business a business: it's customers. With many case studies and concise takeaways, this book is a handy guide to shaking up your innovation strategy.

Crystal Kadakia
Founder & Principal Consultant / Invati Consulting

Suman Sarkar is a strategist after my heart—like me, he believes that real change and innovation come from customers’ actual needs and wants, not from researchers in lab coats. Customers WILL tell you how to make your business thrive and win the future--if you learn how to listen. This book explains how to open your ears.

Jeanne Bliss
President / CustomerBliss

Sarkar puts forth new, actionable definitions of customer focus, personalization, and quality along with a roadmap that your team can use think creatively and be more willing to take intelligent risks.

John A. Goodman

This is an excellent, thought-provoking book that offers clear strategies enabling you to understand buying patterns and generational expectations. Customer-Driven Disruption will inspire you to effectively plan for and stay ahead of your competition by focusing on your customers and what they want.

Renee Evenson
Author of nine books

In Customer Driven Disruption, Sarkar shows that technology isn’t the real driver of disruption, and he unveils many more surprises that will challenge your assumptions and prepare you and your organization to stay ahead.

Steve Curtin
Author of Delight Your Customers / Steve Curtin, LLC

About the Author

Suman Sarkar is an international consultant and partner at Three S Consulting. He has advised over forty Fortune 500 companies on strategy and operations. His latest book, Customer-Driven Disruption (Berrett-Koehler, 2019), provides a blueprint for companies on how to adapt to the constantly shifting global demographics and markets. The book draws on Sarkar’s extensive experience and includes case studies from companies worldwide that have succeeded in competitive and unpredictable marketplaces.

Sarkar has also written several articles for business journals and is the author of The Supply Chain Revolution, which is a top-selling book on Amazon in its genre.