Summary of The Connected Company

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The Connected Company book summary
Forward-looking companies connect to their customers.


8 Overall

8 Applicability

7 Innovation

8 Style


Customers using social media can reach millions of people; they can boost the sales of companies they like or crater the sales of those they don’t. Brand survival can hinge on learning to connect with customers, online and off. Strategists Dave Gray and Thomas Vander Wal explain how your organization can connect to gain a competitive edge and provide examples of giant corporations and single-function companies that did so to great, positive effect. getAbstract recommends the authors’ smart, applicable counsel to entrepreneurs, managers, marketers and anyone grappling with social media strategies.

In this summary, you will learn

  • Why companies must connect with customers, online and off;
  • What traits distinguish “connected companies”; and
  • What four strategies can help turn your organization into a connected company.


Starbucks Connects
In 2006, sales at Starbucks began to slip. Starbucks chairman Howard Schultz visited some of his stores and diagnosed several flaws in his company’s customer experience. For example, overly tall espresso machines blocked customers from communicating with baristas. The...
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About the Authors

Dave Gray, senior vice president of strategy at the Dachis Group, is a management consultant. Thomas Vander Wal helped establish the Information Architecture Institute.

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