Satisfied customers are not enough. Just ask former executives from Blackberry, Blockbuster, Circuit City, Compaq, Gateway, Nokia, Ringling Brothers, Saturn, Sears, and numerous others.

When the Oakland A’s put Moneyball into action for the 2002 season, the premise was simple: Don’t buy players. Buy runs. They figured out what truly contributes to winning and focused all efforts on it. And now, every MLB team uses Moneyball in some way. But when it comes to customer analytics today, most companies are still buying players, not runs. Don’t let this be you.

The new rule is simple: Your #1 competitor is customer expectations. If you are the one setting/meeting expectations, customers are willing to pay more. And that drives sales and margin growth. No need to believe us — the proof is here.

Using Moneyball analogies on how sports teams win today, my blog separates the signal from the noise in customer analytics. I show you how companies create customer moats that turn into durable, Warren Buffett economic moats. Nothing else is like it.

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