Book excerpt: The must-read summary of Adrian C. Ott's book: "The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy". This complete summary of the ideas from Adrian C. Ott's book "The 24-Hour Economy" shows that "time is money" is an outdated concept. In his book, the author explains that time is now far more important when consumers make decisions. People don’t want to spend their time on boring, repetitive tasks and companies who want to get ahead will realise the importance of this Time-Value trade-off. This summary presents four categories of business and shows how each one relates to customers' time considerations. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "The 24-Hour Customer" and discover the key to understanding the buying process of your customers.