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Tilt is about the new trends in the world of business and the gradual shift in the working of organizations from being product centric to becoming customer centric. Summary of the Book In this book the author focuses on the recent development in the world of business. He writes about the gradual change in approach of big enterprises, shifting their focus from products to customers. For decades, businesses searched for competitive advantage exclusively in activities related to product creation, either by building larger factories, finding cheaper raw material or labor, or by finding effective ways of storing the products. But in the recent times of technology and globalization, the focus of companies has shifted from products to customers. With several examples from varied industries, the author shows how big companies are reorienting their strategies around customer interactions. He also mentions how customer-oriented advantage is cumulative and continuously builds up over time, unlike product-related advantage. About Niraj Dawar Niraj Dawar is Professor of Marketing at the Ivey Business School, Canada. His writing has appeared in the Harvard Business Review, the M.I.T. Sloan Management Review, and in the leading academic marketing and management journals. He works with MBA and PhD students, and is a speaker and consultant to companies around the world.